Lucie Zitterbartová from the Lucky Citron agency entrusted us with a project that couldn’t be refused. Lucie had the guts to have a fully illustrated corporate identity created with a mascot for the creation of a brand that is unmistakable, distinctive, and perfectly reflects the character of its founder. It was a job that suited our studio like a glove.
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 that Citrón would need to express more complex topics in the future and that we would also be animating him, we had to figure out how to add the second most important nonverbal element of body language—hands. In the end, we settled on levitating hands that appear only 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.
Součástí výstupů k vizuální identitě je grafický manuál. Je to položka, která by neměla chybět žádné značce. Věříme, že manuály nemusí mít desítky nebo stovky stránek. Máme raději jednoduchost. Musí ale popisovat dostatečně všechny zásadní grafické elementy (už jen pro orientaci grafika), jejich užití a možné návrhy dalších realizací … aby nenastal malér 🙂
