RYOBI Nation has gone through some changes, but it was originally conceived and launched as a community space for tool enthusiasts, DIYers, makers, etc. to share and discuss their projects. These images are concepts from a pitch I developed when there was a desire from the marketing group to reach out for new members. I created these archetypes and gave them each a name and a story. I chose to illustrate them in a simple, stylized mode of representation in order to generalize each “citizen.” 
Ultimately, we did not move forward with this direction. I had planned to create additional archetypes and to introduce some simple animations.