Hayden Currie

GPay BRazil

Google Pay approached Lauk Haus to develop an illustration system for their Brazil product launch. I incepted the conceptual direction, defining the style, “Abaporu,” that became the inspiration for the illustration system. In addition to creative direction, I created sketches, illustrations, and concepts.

Role

Product Illustration, Brand Illustration

TeAM

Krystal Lauk (Creative Director)
Hayden Currie (Illustrator)
David Lantz (Illustrator)
Michelle Rosenthal (Illustrator)

OVERVIEW & PROCESS

“Abaporú” is a Tupí-Guaraní phrase that means “the man who eats" and was adopted as an artistic philosophy by influential Brazilian artist, Tarsila Do Amaral. Tarsila sought to digest, devour and transform European artistic styles to develop a Brazilian identity. My conceptual sketches emphasized Brazilians’ deep connection to nature. Fauna is abundantly present in scenes of everyday Brazilian life. My sketches provided guidance to generate stylistic concepts. Another illustrator’s stylistic concept was chosen for the final style.

Sketches

To communicate Google Pay’s product, I drew sketches that incorporated Brazil’s foliage and fauna with their strong sense of community. The sketches ranged from abstract concepts demonstrating value propositions to product illustrations providing helpful instruction and context.

Final deliverables

As we built out the system, we created illustrations with organic forms and soft curves, juxtaposed by the sharp edges of man-made objects. Bright shades of blues, yellows, greens, and reds with black grounding lines reflect the diversity of Brazil anchored by its rich history.