Medrio's brand had been a huge differentiator for them and this project was meant to capitalize on that brand perception. We decided to focus on updating the company's mascot to ensure that the visual identity of the brand matches up with the messaging. Above are some close ups of sketches done to explore more of a dynamic and innovative character with a bit of a playful streak. Below is an animation of the iterations of the Medrio mascot over time as well as a page of the new brand guidelines which point out specifics in photography and visual identity. After creating the updated versions I put together a plan and implemented the rollout of the updated brand. At the bottom of the page a video that I recorded explaining the brand has been turned into an eLearning course mandatory for new hires and current employees company wide.
Starting From Scratch
When thinking of revamping a company's brand, especially a mascot, it is an opportunity to rethink everything. In this image you can see our process of rethinking the mascot entirely and the different ways to portray a cat.
Proportion and Shape
Here I explain the different ways we played with body types to show playfulness versus trustworthiness. Some of the designs veered too far in either direction and we decided on a balance of the two attributes based on each feature to head shape and size to body length and limbs.
Another important aspect of this mascot's characterization comes from his clothing style and appearance. Here is an examples of different styles from George Clooney in ER, Dr. House, to a contemporary physician's wardrobe.
The Final Result
You can see the comparison from the starting point to the end point here. I have laid out some of the differences and the key choices that were made along the way. We updated this mascot enough to convey the current brand values (tech innovation to support new breakthroughs in healthcare) and the attitude of the company culture.
Brand Redesign Examples
I wrote and created these guidelines with the help of of a graphic designer by creating strict guidelines around photography choices and document styles.