The Upstox design team approached us to create a sales tool to pitch the features of the trading app to prospective customers. We floated an illustration style that is minimal and airy, while finding new ways to keep the tone friendly and Indian – so that the customers could see themselves and their families in the characters. Even the settings – buses, airports, cafes – represent familiar places, where users could imagine making an online trade. We may have even learned a bit about the stock market in the process.