Manifesto

Brands earn loyalty through relationships, not recognition.

Brands Earn Loyalty Through Relationships, Not Recognition

A logo gets recognized. A character gets remembered, defended, and missed when it's gone. Here is why relationships beat recognition.

A character gets remembered, defended, missed when it's gone. The difference between recognition and relationship is the difference between a brand people use and a brand people love.

Manifesto

manifesto, brand strategy, loyalty, character design

Mascot Design Lab

1 min read

Customers respond to expressions, not symbols.

Customers Respond to Expressions, Not Symbols

The emotional work a brand has to do every day needs a face the audience can read in a fraction of a second. A character is the only brand asset built for that work.

The emotional work a brand has to do every day needs a face the audience can read in a fraction of a second. A character is the only brand asset built for that work.

Manifesto

manifesto, brand strategy, expressions, emotion

Mascot Design Lab

1 min read

Mascots are systems, when built to last.

Mascots Are Systems, When Built to Last

Most characters fail because they were designed as a single image. The mascots that last are designed as systems with poses, expressions, and rules.

Most characters fail because they were designed as a single image. We build them as systems with poses, expressions, behaviors, and rules.

Manifesto

manifesto, mascot systems, character design, brand infrastructure

Mascot Design Lab

1 min read

We design characters to outlast every other brand decision.

Characters Outlast Every Other Brand Decision

Logos get redesigned. Palettes get refreshed. Type changes. Characters get inherited. Here is why characters are the most durable brand asset.

Logos get redesigned every decade. Palettes get refreshed. Type changes with the times. Characters get inherited. The brands with century-long memory built it around characters, not marks.

Manifesto

manifesto, durability, brand strategy, character design

Mascot Design Lab

1 min read