This is a custom UI illustration done to illustrate "Site Builder" for a landing page. A site builder is a software that allows users to build their websites in a graphical interface (instead of using code).
To illustrate the system without using a screenshot of the actual service itself, I needed to brainstorm ideas around what items could illustrate easy site buildering. I came up with drag-and-drop, setting buttons, easy color pickers and etc. The particular color palette of this illustration is my personal taste, the version done for the real landing page consists of the brand's color scheme.
I also wrote a blog article about "How I design custom UI illustrations using Sketch" here: