Four Google Assistant CRM emails in Japanese, German, Indonesian and Italian, each with custom illustration built around a New Year or seasonal theme

Google Assistant · with leSHOP

Drawing the world Google talks to.

☕ about a 2-minute read

Overview

Google Assistant's CRM programme, run through leSHOP, paired custom illustration with email design across six languages and markets. Every scene (someone whisking batter while Assistant plays music, a family cooking together, a couple bantering over groceries) was drawn from scratch, then built into a modular email layout in Figma.

The job sat in two places at once: as illustration, it meant establishing a consistent character style, palette and scene logic flexible enough to carry New Year's resolutions in Tokyo, Halloween in Seoul, and online safety messaging in Jakarta without breaking. As CRM, it meant assembling those illustrations into a layout system that held together across six languages of varying text length, RTL and CJK typographic quirks, and Google's own brand constraints on colour, iconography and the Assistant mark.

6
languages the same system was built and localized across
4
campaign themes carried through one framework: new habits, home tasks, seasonal moments, online safety
1
illustration style, hand-drawn and built out across every market

Illustration

The illustrations needed to do double duty: warm and specific enough to feel human, simple enough to localize and resize without redrawing. A recurring visual language took shape: rounded figures, a limited warm palette, a consistent way of showing the Assistant itself as a small blue waveform rather than a literal device.

Scenes ranged from quiet domestic moments (cooking, tidying, getting ready for bed) to seasonal set pieces built around a market's own calendar, each one illustrated to carry a specific voice command as its punchline.

Four Google Assistant CRM emails in German, English, Japanese and Korean showing home tasks, quick-tip and Halloween campaign illustrations
Four Google Assistant CRM emails in Japanese, German, Indonesian and Italian covering privacy, seasonal and lifestyle voice-command prompts

Localization

Every layout had to survive translation into six languages without the design breaking: German and Italian ran long; Japanese and Korean needed different type rhythm entirely; English carried the shortest copy of the set. The Figma build handled that with a modular structure, illustration, headline, voice-command callout and CTA as separate blocks that could resize independently.

Campaign themes ran the same system across very different moments: new year habit-building, home task automation, seasonal celebrations, and Google's Safer with Google messaging on privacy and online safety: four very different tones, one underlying framework.

Hand-drawn illustration of a man whisking batter in a kitchen while Google Assistant plays music in the background
Hand-drawn illustration of a couple bantering over groceries in a kitchen, built for a Google Assistant CRM email
Hand-drawn illustration of a father cooking with two children in a kitchen, with a recipe video playing on a smart display