isometric illustration
McCann Synergy
McCann Synergy is the internal brand and culture arm of the global McCann network — helping companies build authentic employee experiences from the inside out. I’ve worked with them on several illustration projects, and this one, led by my contact Gary, was easily the most ambitious.
Fridges, fizz & fine print
The client (a major UK supermarket chain) needed a highly detailed isometric illustration of a real store layout. Every shelf, fridge, aisle and product display had to be recreated with precision — down to the groceries and merchandising.
The goal? To highlight newly restricted areas of the shop floor, where promotional displays could no longer be placed due to consumer protection regulations. The challenge was making these areas stand out clearly in a 3D-style illustration without disrupting the realism of the scene.
Visual problem-solving, in aisle three
My first idea was to use floor highlights, but with all the 3D shelving in place, the effect was lost. So I came up with two tailored solutions:
- See-through fridges for Merchandised End Caps, turning the restriction into a visible, ghosted object
- Vertical light cubes for pallet spaces at aisle ends, subtly marking the zones without clutter
The result was a crisp, easy-to-read visual that communicated complex legal boundaries clearly, while still feeling grounded in reality.
It was a massive undertaking, but also one of those rare projects where creativity and precision had to work in perfect sync, and I loved every second of it.
