Ibotta: Icons & Illustration

Iconography, illustration & style guides

Ibotta is a leading cash back rewards platform that allows savers to earn real money on their purchases, whether they are shopping online or in-store.

As a Graphic Designer on the D2C creative team, my role is to evolve and maintain the D2C brand identity across a sprawling digital ecosystem including email and marketing campaigns, in-app messaging, custom and client-paid ad products, paid and organic socail media, web design, and icons and illustration.

In 2024, I led the total reimagining of Ibotta’s D2C illustrative identity. Under the Creative Direction of Chris Webster, I transitioned the brand from fragmented visuals to a bespoke illustration system designed to bridge the gap between abstract product features and inject humanity into the user journey across social, comms, and in-app channels.

Bespoke library: Design a comprehensive system of over 200 spot icons and hero illustrations defined by a clean, approachable, and intentional aesthetic.

Strategic simplification: Use visual storytelling to clarify complex topics, driving both user comprehension and brand affinity.

Systems design: Architext new asset management and lifecycle workflows to ensure seamless, scalable implementation across the entire organization.