Deel
Creating six lovable mascots who are just as excited about payday as you are.
I came into this wonderful collaboration as a Director at Golden Wolf when the HR company Deel wanted to stand out amongst their competitors and make a unique celebration out of payday with a year-long campaign. Tasked with creating 6 unique and own able mascots to pepper payroll emails with charming animations featuring dough and dollar signs.
With this brand evolution, we explored hundreds of character options, before landing on a quirky crew of oddballs and vibrant personalities, who you’d be excited to see whenever they popped up.
The style was bold and simple, with distinct silhouettes instantly recognisable whether it was the full gang, or a character flying solo. Together with the color palette, which played a big role in balancing playfulness and sophistication, aligning this new style with the existing brand.
With this brand evolution, we explored hundreds of character options, before landing on a quirky crew of oddballs and vibrant personalities, who you’d be excited to see whenever they popped up.
The style was bold and simple, with distinct silhouettes instantly recognisable whether it was the full gang, or a character flying solo. Together with the color palette, which played a big role in balancing playfulness and sophistication, aligning this new style with the existing brand.
The icons that they are, each mascot was designed in mind to work for digital, merch, and large scale billboards, knowing that wherever they would pop up was a Deel-ightful surprise.
The mascots were first introduced and rolled out in an email campaign, shared as 20 short and sweet animated loops spread throughout the year.
We wanted the scenes to capture their individual personalities, giving each of the characters their own time in the spotlight. From a clueless Cloud making it rain, to a sassy Cat lounging on their cash pile and living their best life. Each loop loaded with cheek and charm that’ll have you laughing all the way to the bank.
The mascots were first introduced and rolled out in an email campaign, shared as 20 short and sweet animated loops spread throughout the year.
We wanted the scenes to capture their individual personalities, giving each of the characters their own time in the spotlight. From a clueless Cloud making it rain, to a sassy Cat lounging on their cash pile and living their best life. Each loop loaded with cheek and charm that’ll have you laughing all the way to the bank.
Creative Direction Frida Ek
Production Golden Wolf
Client Deel
Production Golden Wolf
Client Deel
