You’ve invested in beautiful brand illustrations, but are you really getting the most out of them? Many brands use custom visuals just once, like in an ad, on a webpage, or on a product label, and then they stop. However, using visuals only in one place means missing a great opportunity to connect with more people and make your content more effective.
When you reuse illustrations wisely, you increase brand visibility, get more value from your investment, and strengthen brand recognition. It is important to keep your style consistent and share your brand story in different places. One illustration can be used as a fun sticker on social media, a unique graphic in an ad, or even part of your packaging, all without feeling repetitive.
Repurposing isn’t lazy. It’s smart. It’s intentional. And when done right, it creates recognition, trust, and connection everywhere your brand shows up.
Let us walk you through how to repurpose brand illustrations and how to make sure that every piece of art that you have paid for actually works for you.
Key Takeaways
- Repurposing brand illustrations saves time, money, and creative effort by maximizing the value of artwork you’ve already invested in.
- Consistent visual style builds brand recognition across social media, ads, packaging, and more.
- Simple tweaks and animations can refresh existing art for seasonal campaigns or more engaging digital content.
- An organized asset library and visual style guide make it easier for teams to reuse illustrations effectively.
- Repurposed illustrations boost engagement and storytelling, especially when used in episodic content or across multiple formats.
Why You Should Repurpose Brand Illustrations Instead of Making New Ones
Repurposing isn’t about cutting corners; it’s about getting more value from the artwork you already paid for. When used the right way, brand illustrations become the heart of your visual identity. They help your message stay clear and consistent across every platform.
Using the same style and characters helps people trust your brand. When they see your illustrations on your website, social media, or packaging, they learn to recognize your brand more quickly. For instance, if a child sees a fun character on Instagram, they are more likely to notice it again on a snack wrapper.
Repurposing also saves time and money. Let’s say you had artwork made for your book cover design. Instead of letting it sit there, you can turn it into social posts, break it into carousel slides, or resize it for email headers.
Whether you’re a new business using custom illustration services or a growing brand with a style guide, reusing illustrations helps cut down on waste and keeps your branding consistent. You already invested in the art, why not let it do more for your brand in other places, too?
How to Repurpose Your Illustrations
1. Audit Your Existing Illustrations
Before you repurpose anything, know what you have.
Create a folder on your computer and categorize:
- Icons
- Characters
- Patterns
- Backgrounds
- Objects or props
- Decorative elements
- Scene compositions
Ask:
- What themes or motifs repeat?
- Are elements layered (i.e., editable)?
- What color versions exist (full color, monochrome, etc.)?
This audit is your repurposing inventory.
Many brands don’t understand that they have a lot of valuable content just waiting to be used. For instance, one great set of icons can provide enough material for three months’ worth of marketing efforts. This means that instead of looking for new ideas all the time, brands can take a closer look at what they already have and find ways to use it effectively to engage with their audience.
2. Social Media
Slice and Segment
Start by breaking a full brand illustration into smaller parts: icons, backgrounds, or characters. These work well for Instagram carousels, Story highlights, or branded GIFs.
For example, if you commissioned a comic book cover design, use the main character as a reusable avatar or post element. Scene fragments can become backdrops for text overlays or announcements, keeping visuals on-brand and fresh.
Animate for Motion Impact
A still image holds power, but small movements grab attention faster. Simple animations like blinking eyes, waving hands, or zoom transitions can turn static brand illustrations into eye-catching reels or TikToks.
For this, you don’t need a full animation team. A skilled designer can animate your existing art quickly while staying true to your style. It’s especially useful for boosting social engagement.
Create Series Content
Illustrations are ideal for episodic content. Try series like “Character Mondays” or “Behind the Art” to share parts of your visual world or your brand’s design process.
Use those illustrations as the foundation for a weekly series, gradually revealing new angles and story elements.
This approach strengthens emotional connection and draws your audience into the narrative, not just the product.
3. Ads
When you think “ads,” you might picture bold copy and a tempting call to action (CTA). But let’s not forget the secret weapon: visual storytelling.
Using brand illustrations in ads can significantly improve how well the ads perform, lessen viewer boredom, and make your content more noticeable in crowded environments.
Use Illustration as a Framing Element (Not the Whole Show)
Instead of using an entire illustrated scene, which can clutter small ad spaces, pull out key elements:
- A waving character on the edge of a banner
- A swirling background texture behind the product
- Illustrated arrows pointing toward the CTA
- Framed panels that mimic comic-book layouts (great for storytelling ads)
This “modular approach” keeps things clean and CTA-focused while maintaining brand flair.
A/B Test Ad Variants
Don’t assume photo-based ads always perform better. Test your illustration-led visuals alongside other formats.
Run A/B tests between:
- Fully illustrated ads
- Mixed media (photo background + illustration overlay)
- Traditional photo ads
Compare click-throughs, engagement, and conversions.
A tip: you can also work with a professional logo design firm to pair illustrations with logos. This will help reinforce recognition and connection.
Print Advertisement
Don’t limit repurposing to digital only. Print media gives your illustrations a tactile presence.
Use them in:
- Postcards or mailers (illustrated headers and borders)
- Product inserts or coupon flyers (icons to highlight benefits)
- Magazine ads (large-format storytelling illustrations or editorial-style art)
- Billboards and event banners (a bold character or pattern grabs attention faster than small text)
A tip: For physical print, ensure your illustrations are exported in CMYK color and vector format (EPS, SVG, or high-res PDF) to avoid pixelation.
4. Packaging
Let’s be honest: most customers don’t keep the box. They open it, grab what they ordered, and toss the packaging in seconds.
But what if your box or your label, your tissue paper, even your sticker seal, stopped them mid-unboxing? What if it made them smile? Snap a photo? Share it online?
Outer Packaging (Boxes, Mailers, Tubes)
- Use your main brand character or motif as a center graphic.
- Add pattern-based illustrations along the sides or bottom flaps.
- Create a “peek-a-boo” panel with a small illustration where the box opens.
- Include illustrated stamps like “Packed with love” or “Open me, magic inside!”.
Inner Packaging (Tissue Paper, Dust Bags, Inner Flaps)
- Print light, repeating motifs on tissue paper.
- Add messages with character illustrations under the box flap (e.g., “You’re glowing!” with a beaming face drawing).
- Use your visual assets to design reusable dust bags or pouches.
Product Labels and Wraps
- Use small icons to signal product features or ingredients (like a mint leaf or a lavender sprig).
- Add frame-style borders with illustrated vines, waves, or brush strokes.
- Showcase a visual step-by-step process using tiny illustrated panels (great for beauty, wellness, or DIY products).
Inserts, Cards & Thank-Yous
- Repurpose larger illustrations or scene compositions as backgrounds for insert cards.
- Add spot illustrations near coupon codes or CTAs.
- Use character speech bubbles or icons to make “thank you” messages feel more personal.
Common Mistakes to Avoid
Repurposing brand illustrations can be an exciting process. It’s enjoyable, especially since you’re not spending extra money on new illustrations. However, be careful not to get too carried away in this fun, as it can lead to mistakes that may harm your brand.
- Overusing the same visual without variation
- Not adapting the layout or size to the platform
- Forgetting to optimize for mobile display
- Ignoring accessibility (no alt text, hard-to-read fonts)
- Letting illustrations go stale (never updating)
Conclusion
Your brand illustrations should work across platforms to promote brand offerings and strengthen recognition. Whether you are revamping your company’s mascot, a custom book cover design, or a single scene, just make sure it builds a more consistent and lasting identity.
The key is knowing where and how to use it.
Now that you know, open your archive and ask, “Where else can this work?” Because one strong illustration can make everyone remember your brand.
Frequently Asked Questions
How often should I refresh or update my brand illustrations?
There’s no strict rule, but a good practice is to look over your illustrations every 6 to 12 months. Check what still looks good, what seems old-fashioned, and what you can improve with small updates or new variations.
What file formats should I ask for?
- SVG/EPS for scalability
- PNG for digital use
- JPEG for web
- PSD/AI for editing
- Also request high-res (300 DPI) for print and 72 DPI for web.
Can I use illustrations in emails?
Definitely, use them in headers, product features, GIFs, or section dividers. They help increase engagement and reinforce your brand.
What’s the difference between repurposing and rebranding?
Repurposing means taking your current artwork and using it in different ways to get more value and reach. Rebranding is about completely updating or changing how your brand looks. Use repurposing when you want to keep things consistent, and rebranding when your current look or message doesn’t match your goals anymore.
How do I protect my illustrations from being copied?
Add copyright notices and watermark previews, and consider registering your artwork. You can also monitor with reverse image search tools.
