Illustration · Character development · Advertising · Brand communications
The brief
Ocado's Ocadoman campaign ran between 2006 and 2008, featuring a determined delivery driver who would go to extraordinary lengths to deliver groceries to customers.
The character formed part of Ocado's early brand communications, using humour and storytelling to communicate the company's approach to customer service.
The challenge
Develop a large and varied collection of illustrations that could support different campaign messages while maintaining a consistent, recognisable visual identity.
The artwork needed to work across advertising, printed communications, digital media and large-format outdoor applications.
The solution
Working closely with Ocado's Head of Brand, I created and vectorised hundreds of individual illustrations, adapting Ocadoman to an extensive range of characters, situations and stories.
From Elvis and superheroes to fairy tales, circus performances and everyday delivery adventures, each illustration combined visual humour with the campaign's established character style.
The work extended across advertising, promotional literature, illustrated storytelling and London Underground campaigns. I also developed illustrations in ten different styles to accompany radio advertisements featured on Ocado's website.
Every illustration was individually crafted and prepared for use across different formats, ensuring consistency while allowing the campaign to explore a wide variety of creative ideas.
The outcome
Hundreds of original illustrations formed an extensive library of campaign assets, supporting Ocado's brand communications across multiple channels between 2006 and 2008.
The work helped establish a consistent visual approach across everything from small printed materials to large-format Underground advertising, demonstrating how a simple character concept could support a substantial and varied communications campaign.
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