The scoreboard, and what is not on it. The hard targets, how often each is actually
looked at, and the quiet signals that never reach a dashboard.
Illustration System Adoption Rate
The percentage of new marketing assets that correctly use the illustration system and guidelines you've established.
Target · 80% of all new marketing assets (excluding photography) use the system within 6 months of launch. If 80 out of 100 new campaign visuals correctly use the new colour palette, line weights, and character styles from your system, you're hitting the mark.
Campaign Engagement Lift (Illustration Contribution)
Measuring how much our custom illustrations contribute to increased engagement metrics (e.g., click-through rate, time on page) compared to generic visuals.
Target · Illustrations contribute to a >10% lift in engagement compared to stock photography or previous generic visuals in A/B tests. An email campaign with your custom hero illustration gets a 12% higher CTR than the control group using a stock photo, showing your work makes a difference.
Creative Workflow Efficiency
The average time it takes for your team to complete illustration requests, from brief to final approved asset, compared to previous benchmarks.
Target · Reduce average project turnaround time by 15% within 12 months, mainly through improved templates, processes, and team mentorship. If a standard social media illustration used to take 3 days, and now your team can consistently deliver it in 2.5 days thanks to your system, that's a win.
Team Quality & Consistency Score
An internal score based on peer and stakeholder reviews, assessing the overall quality, brand adherence, and consistency of your team's output.
Target · Maintain an average score of 4.0/5.0 across all major projects, with no critical brand guideline breaches. After a big campaign, feedback from the Brand team highlights how consistently high-quality and on-brand all the illustrated assets were, from web banners to social posts.
Strategic Influence & Thought Leadership
How often you're consulted on the visual direction for major campaigns or brand initiatives, and your ability to shape those decisions.
- You're regularly invited to early-stage strategy meetings, not just execution briefings. Your recommendations for visual style or illustration systems are adopted by senior leadership. You're seen as the go-to expert for anything illustration-related, and people actively seek your input for thorny visual problems.
Mentorship & Team Development
Your effectiveness in guiding, coaching, and developing the skills of your direct reports, helping them grow as illustrators.
- Your team members consistently meet their development goals. They feel supported and challenged, and you see a noticeable improvement in their technical skills and conceptual thinking. They're confident enough to tackle more complex projects independently, and you're regularly giving constructive, actionable feedback that helps them improve.
Cross-Functional Collaboration & Alignment
Your ability to work effectively with other teams (Product, Content, Web Dev) to ensure illustration needs are met and integrated smoothly.
- Other teams proactively involve you in their planning, seeing you as a valued partner. There are fewer last-minute 'fire drills' because you've helped establish clear communication channels and processes. You're able to get different teams on the same page about visual requirements, even when their initial ideas conflict.
Innovation & Brand Differentiation
Your contribution to evolving our illustration style in ways that keep us fresh, relevant, and distinct from competitors, without losing our core identity.
- You regularly propose new illustration techniques or stylistic directions that get adopted. Our brand's visual identity is frequently praised for its uniqueness and effectiveness by internal and external audiences. You're finding ways to push the creative envelope while still staying true to the brand guidelines.
