Creating the Illustrative World of Propeller Health
Propeller is a technically complex product, making it challenging for some patient to understand and use. New illustrations were introduced to simplify the experience. Given that Propeller serves a diverse population, it was essential for the updated illustrations to reflect that inclusivity.
Project: Create new illustrations for Propeller
My Role: Art direction, illustration, branding
Timeline: 2 months
Company: Propeller Health
Challenge
Propeller Health’s existing illustrations were outdated, overly cartoonish, and lacked the professionalism needed to build trust with patients. Rather than conveying expertise, empathy, or leadership, they sometimes evoked negative reactions — with some users even finding them offensive. The illustrations also fell short in representing the diversity and inclusivity of Propeller’s user base and did little to support patients in effectively using the products.
To fully harness the potential of illustration as a tool for education, engagement, and brand trust, it was clear the existing system needed to be completely reimagined — starting from the ground up.
Research and Exploration
Defining the style: To establish a direction for the new illustrative style, I conducted a briefing with marketing stakeholders, presenting a range of style options used by various brands. The consensus was clear: the illustrations needed to feature lifelike, relatable forms. Senior leadership emphasized the importance of accurately representing both human figures and our products. Equally critical was ensuring the illustration library reflected the diversity of Propeller’s user base.
Stakeholder workshops: I organized collaborative workshops with stakeholders from marketing, UI/UX, and senior leadership to define our starting illustrations. During these sessions, I learned that key patient and pulmonologist personas were nearing completion. Bringing these personas to life as recognizable “spokespeople” for the asthma and COPD programs became a top priority. Close behind was the need for illustrations showcasing our most commonly used products.
Drumming up inspiration: To achieve authentic relatability, I turned to real-life situations as a primary source of inspiration, capturing the everyday moments and experiences of our users. Additionally, I used this research to develop a realistic skin tone palette.
Initial character and product sketches
With a clear sense of direction, I dove into concept sketching of the main personas already developed as well as the most commonly used products. I added in some furry friends for more relatability.
Character and Product Development
Creating authentic, believable people: Before finalizing any character illustrations, I immersed myself in the completed patient personas to understand who they were. To capture each persona’s unique style, personality, and mannerisms, I began by sketching a series of movement exercises, allowing their individuality to naturally emerge through posture, expression, and activity.
Asthma personas: I first focused on the two asthma personas:
- Jayson, a 28-year-old determined to regain his strength and return to playing soccer.
- Booker, a lively 4-year-old boy who doesn’t fully grasp his condition but simply wants to play with his friends.
COPD patients: Next, I developed illustrations for the COPD personas:
- Shirley and Frank, a married couple in their late sixties, motivated to better manage their breathing so they can fulfill a lifelong dream of taking a road trip to the Grand Canyon.
Pulmonologists: Recognizing the essential role of doctors in patient care, I then illustrated two pulmonologists. These characters highlight the importance of keeping healthcare providers informed about the tools patients use and any changes they experience in their breathing.
Propeller products: To support patient education, I also created illustrations of the key Propeller products, helping users better understand how each device works and how it fits into their treatment journey.
Selection of Illustrations
Use Cases
A selection of marketing communications and mock ups with the new illustrations.
Evolving illustration system
Building a comprehensive illustration library is an ongoing, dynamic process. Given the wide range of use cases, it wasn’t feasible to create every needed asset upfront, so I began by establishing the foundational elements—the broad strokes that would serve immediate needs.
Looking ahead, the library will continue to expand, introducing new characters aligned with evolving personas, additional product illustrations, and further development of existing characters. As Propeller Health continues to grow its brand and product offerings, the illustration system will evolve alongside it, ensuring it remains flexible, relevant, and ready to support future initiatives.
Becca Humann 