The use of images in storytelling has been a universal language across cultures and continents, with at least 350 cave paintings found in Europe alone, and more discovered in other parts of the world, such as Borneo. The human brain can process images quickly, with vision being our sharpest sense, and images combined with text improve comprehension by up to 89%. Images have been harnessed in marketing and advertising from early on, and are powerful tools for connecting with audiences and reinforcing brand personality. However, generic stock photos are not enough, and custom visual content that fits the message, tone, and brand is always better, as seen in Contentful's successful implementation of a custom illustration strategy to humanize technology, promote inclusivity, and reinforce brand messaging.