You probably remember a mascot or two that stands for a particular brand – the Haribo bear, the Pirelli man or the mascot of your favourite football club. They all have one thing in common: they make brands approachable, they create an emotional connection and … you simply remember them.

But it doesn't always have to be a mascot. Characters are storytellers, brand ambassadors, emotional bridges between a brand and its audience.

And that's exactly what makes character design so incredibly exciting!