Meet Leapwork Illustration Style

DELIVERABLES

Brand illustration style guide
Illustrations
Icons

Problem
In 2022, Leapwork was in the middle of a major rebrand with one clear challenge: stand out in a sea of sameness. Test automation is abstract by nature, and illustration played a central role in the identity system. What we needed was a style that felt unique, human, and unmistakably Leapwork.

Solution & Role
I partnered with Wolff Olins and brought my illustration skills to the table to design an illustration system that told the Leapwork story. It worked at every scale – from small pictograms to large hero visuals and animation. Every piece echoed the same narrative: the effortless “leap” users feel when things just work. The result was an illustration style that was ownable, scalable, and instantly recognizable as Leapwork.

Illustration principles

Scenarios to leap

Leapwork narratives always capture the intuitive experience of using our product. Illustrations should feel effortless and simple.

Our shapes to create

Born from the DNA of the Leapwork brand, we use simple geometric shapes to create beautiful details.

Color with purpose

We use our core color palette in a restricted way to ensure we're always highlighting or giving meaning with colour.

Elevating movement

Every illustration should carry a sense of energy – a feeling of momentum. Characters and objects look like they’re in motion, not stuck in place.

Human details

Our illustrations are human at heart. Characters are warm and relatable in their details, yet simple.

Line and fill

We use line and fill together – always in balance. Characters arms and faces are outlined, clothing and elements are filled to create contrast.

The result? An illustration style that looks and feels like Leapwork. I built a full library of 180+ icons, 65+ spot illustrations, 35+ mid-size visuals, and 10 hero illustrations (and counting). 

Neli Boyanova © 2025