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 Direct To Consumer (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 social 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 inject abstract product features with storytelling, bringing humanity into the user journey across all D2C channels. The name of the game is “earning cash back is FUN!”
Inviting & bespoke library: Design a comprehensive system of over 200 spot icons and hero illustrations, plus internal swag and murals (digital and print) for our Denver location, defined by a clean, approachable, and intentional aesthetic that sets us apart from stock graphics.
Strategic simplification: Use visual storytelling to clarify complex topics, driving both user comprehension and brand affinity.
Systems design: Architect new asset management and lifecycle workflows to ensure seamless, scalable implementation across the entire organization.
