Mascot Universe
A character system for an iGaming brand
Project lead & art director. I led the project and the character designers, owned client communication, and ran project management.
Breakdown
- Character family
A cast of distinct mascots, each with its own silhouette, personality and emotional range.
- Modular system
Poses, expressions and animation-ready rigs so every character stays consistent across touchpoints.
- Long-term brand asset
An identity asset that compounds recognition and gives marketing a consistent voice across markets and channels.
Overview
I designed a full mascot universe for an iGaming casino brand. In a market where players see hundreds of casino logos a week, characters earn recognition where typography can't — they carry emotion, travel across formats, and stay in memory long after a session ends. I built a family of characters, each with a distinct silhouette, personality and emotional range, then turned them into a modular system: poses, expressions and animation-ready rigs, consistent across every surface.
The challenge
Casino brands blur together, and a logo alone rarely sticks. The brand needed an ownable, recognizable cast that could scale across product, marketing and social without losing consistency or going stale.
What I did
I designed each character end to end — silhouette, personality, expression set — and engineered them as a reusable system with poses and rigs ready for animation, so the same cast works everywhere from the lobby to paid creative.
iGaming · Character & mascot design · 3D, branding, motion · Figma