One of those collaborations that just fit like a dream.
Lucie Zitterbartová from LuckyCitron.cz invited us to create a mascot and redesign her logo. Even though Lucie mainly focuses on copywriting, she’s very active on social media and wants her content and brand to be seen — in a different, personal, attractive and dynamic way.
…and that’s where we come in. Intro call, and let’s get this rolling!
The lemon was meant to be a sarcastic commentator on what’s happening on social media, especially on LinkedIn. Together with Lucie, we worked extensively on understanding his attitude and later on capturing that personality and mood in the mascot’s facial expression in a strongly stylized form.
Since we knew we’d need the Lemon to express more complex topics in the future and that he would also be animated, we had to figure out how to give him the second most important element of nonverbal communication — hands. In the end, floating little hands did the trick. They only appear when needed.
design process of finding the right mascot
final form
We like to base the overall visual style on the mascot. Especially when it is the main communication element of the brand. We took off from his illustration and style in the logo, colors and other visual elements.
Since the mascot appears so often in Lucky Citron’s materials and is needed in various contexts, we created a set of eye, mouth and hand expressions that can be combined into hundreds of variations. These can be used as emojis to support emotion and draw attention to information presented both digitally and in print.
Thanks to modular system, the client can create any combination of expressions and gestures she needs, export it, and apply it without having to request a new mascot illustration from our studio each time. This saves both money and, most importantly, time.
Attractiveness and emphasis that lead to better brand recall. Besides a strong visual style, motion will also work on social media. The absurdly exaggerated movement of the mascot in minimalist visual creatives always grabs attention while scrolling through the feed.
Apart from the web, Lucie makes extensive use of animated graphics for posting on her social networks. Be sure not to miss the inspiration on her LinkedIn.
Go big or go home! A proper animated New Year’s card for email, newsletters, your website — and most importantly, for social media!
The website must be memorable. The reader needs to feel like they’ve landed somewhere unique — not just another run-of-the-mill site — and that by the end of the workweek they won’t see anything like it again. What’s more, they’ll still remember the site on Friday. That way, when they’re looking for copywriting services, 1. they’ll think of it first, or 2. they’ll get the impression that the team behind LuckyCitron.cz are no amateurs! For the website, we created animated illustrations and icons. By agreement, we handed over the code to the client.
The visual identity deliverables include a graphic manual. It’s an item that no brand should be missing. We believe that manuals do not need to be dozens or hundreds of pages long. We prefer simplicity. However, it must sufficiently describe all the essential graphic elements (just for the orientation of the graphic designer), their use and possible suggestions for further implementations… to avoid trouble 🙂
