Text Magic is a UK based company that produces software for small businesses that allow them to communicate with their customers via mailing lists. The company has completely “sterile” communications, 100% pure functionality, 0% emotions. It was decided to make the style alive by adding colours to it, as well as emotions through illustrations. An idea was visualized with a magic hat, from which, as if by magic, the necessary things are quickly and simply extracted, just like the functionality in the application works. Personalized icons, illustrations and animations were created for each sub-service. The concept was fully worked out, but the client considered it too “bold” and did not accept it.