Why Custom Illustrations Give Brands an Edge Over Stock Images

Stock imagery is everywhere. It’s something that has been around for years. Decades, even. And while stock imagery has come a long way, it rarely does much to move the needle when it comes to standing out for brands. While stock imagery may be quick, cheap, and convenient, in this article, we’re going to explore one alternative — custom illustrations.

Together, we will run through the value of custom illustrations, why they’re more powerful than you might think, and how they can form a key part of a brand’s visual identity. At Coral, we believe custom illustrations do more than just decorate a page — they define a brand’s voice, tell its story, and make it instantly recognisable. That’s why we offer bespoke illustration services to clients looking to break away from stock imagery sameness to leave a lasting impression on their audiences.

What Are Custom Illustrations?

Put simply, custom illustrations are hand-crafted visuals, like icons, graphics and patterns, created specifically for your brand. They’re not pulled from a free-access or paid library, not reused by thousands of other businesses. They’re yours and yours alone. Already, that’s something very special.

These illustrations aren’t just there to look pretty. Done well, they’re an extension of your brand’s identity. They reflect your tone, your personality, and the values you stand for — all through shape, colour, and form. Whether they’re abstract, playful, detailed or minimal, custom illustrations are crafted with your brand and story in mind. When created thoughtfully, custom illustrations provide a visual asset that resonates with your target audience.
 

Which Should You Prioritise For Your Brand — Custom Illustrations or Stock Imagery?

Let’s get to the point: is it better to use stock imagery or invest in custom illustrations?

The answer is that there’s a place for both, and sometimes, stock imagery is a practical solution. But if you’re aiming to build a distinctive, credible brand that resonates with your audience, custom illustrations come out on top every time.

Here’s a quick look at how they compare:

Stock Imagery

• Off-the-shelf visuals that can be licensed and reused by anyone
• Often high-quality, but lack uniqueness
• Fast solution and not very expensive
• Frequently used across multiple websites, leading to repetition
• Can feel generic, fake or disconnected from your brand story

Custom Illustrations

• Created specifically for your brand and its purpose
• Original and memorable
• Reflect your unique visual identity, tone of voice, and values
• Made to be more flexible across different mediums and platforms
• Help establish a cohesive, recognisable brand identity

Our Take: Stock imagery is perfectly fine and is ideal for internal assets, quick-turn-around campaigns, or placeholder content. If that’s not what you’re working on, and instead working on serious brand-building, “fine” isn’t going to cut it. Therefore, custom illustrations give you control, flexibility, and an unmistakable edge.

The Benefits of Including Custom Illustrations in Your Brand Identity Strategy

Custom illustrations aren’t a “nice thing to have.” They’re a strategic, visual asset.

Brand Discovery and Recognition

People remember what they haven’t seen before. Custom illustrations help your brand visually stand out in a sea of sameness. They’re built with the personality of your brand in mind, ensuring every interaction — from your homepage to your packaging — feels uniquely yours. 

They spark recognition, deepen recall, and reinforce what you stand for. In an age where attention is currency, that’s more valuable than ever.

Emotional Connection and Storytelling

Illustrations do more than just look good — they feel good. A great custom illustration is one that looks as if it were made for a specific visual purpose, because it was! Unlike stock images that often feel staged or unimaginative, custom illustrations carry emotion and intention.

Used well, illustrations can soften complex topics, bring abstract ideas to life, or add humour and humanity to your brand. They’re visual storytellers — and when stories stick, so do brands.

Versatility and Consistency

One of the biggest perks of custom illustrations is how adaptable they are. While they can be created for a specific purpose, like an icon on your website, once created, they can evolve with your brand, expand into new campaigns, and slot into almost anything, such as social posts to brochure pages.

Unlike stock imagery — which might vary wildly in style, lighting, or tone — custom illustrations are built with consistency in mind, making your brand more trustworthy and instantly recognisable.

Closing Thoughts

When you strip it back, the choice between stock images and custom illustrations is really a choice between being seen or being remembered. Stock images fill space; custom illustrations do so much more, and ultimately, they make statements.

From creating emotional resonance to building brand consistency, custom illustrations give businesses the visual language they need to connect and grow. At Coral Digital, we help brands unlock that potential with thoughtful, crafted visuals that reflect who they are and what they stand for.

Let’s talk about how custom illustrations can elevate your story.