Case Study: Yelp achieves scalable brand recognition with Black Math

Yelp unifies 9 illustration concepts into a scalable visual system with Black Math

Yelp partnered with Black Math to evolve its illustration style into a more ownable and scalable visual language. The challenge was to systematize this creative element to bring consistency across internal teams and elevate illustration from mere decoration to a core brand asset.

Black Math delivered a cohesive, minimalist illustration system designed for intention and longevity. The solution included clear illustrative tiers to guide creative involvement, which reduced friction and prevented inconsistencies. As a result, Yelp now has a shared creative language that allows the brand to tell its story clearly and consistently across every customer touchpoint.

Yelp