Blog
Notes on running mascot programs and building character IP. Newest first.
Always-on is not a personality
The King didn't fail. Burger King miscast him.
Would your mascot survive as a plushie?
Why the Notion AI Assistant works so well
Most mascots are bad and it's not the designer's fault
Your mascot has to work as a logomark too
When a mascot is a great idea (and when it isn't)
The problem with perpetually happy mascots
Why do companies use mascots
Should your brand have a mascot
We love Detach's unhinged trash raccoon
14 mascot design examples worth studying
Datadog's mascot has 15 years of brand equity. Here's what's next.
Asana quietly built a mascot army and nobody talks about it
Why we love Swifty from PF Flyers
Duolingo's owl didn't go viral by accident
Designing a mascot for a children's science museum
Most mascots don't survive past year two
The real dog behind Fetch’s branding
Why Discord’s Wumpus works
One hedgehog is quietly outperforming most brand campaigns
Logos get recognized. Characters get remembered.
Startups make better mascot clients than Fortune 500s
What a mascot costs, and what you're actually paying for
The Michelin Man has been employed since 1898 and still hasn't retired
Most mascots are just expensive illustrations with no legal protection
How to create a mascot people actually care about
A real character bible is 40 pages and nobody reads all of it
