CVS needed a digital illustration system that was cohesive, scalable, and reflected the brand values of being simple, engaging, direct, graphic, and human — with a style that is uniquely CVS. We defined a comprehensive illustration color palette, shape language, surface styling, and an approach to character design that made people illustrations authentic and approachable to CVS Health's millions of users. Inclusivity was a deliberate focus: the character system represents a broad range of skin tones, ages, body types, abilities, genders, and cultural garments.