Alejandro Ortiz / Art Director / Creative 

Noom

Superside
Concept & Illustration



Representing behavior change visually without being literal or preachy was the challenge. Every topic, habit loops, nutrition, mental health, needed its own conceptual entry point, not just a consistent style applied to different subjects.

The approach was editorial from the start. Concept first, execution second. Each illustration went through a close back and forth with the Noom team to make sure it worked across every environment it would live in, from website articles and app interfaces to social media and brand collateral.






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