Everything we know about creating characters that become valuable business assets.
Every page here answers a real question. Find the one that matches where you are right now.
Brand Characters
- What is a brand character?
- How do you create a brand character?
- Should your business have a brand character?
- Should your business have a brand character?
- Can B2B companies use brand characters?
- How much does a brand character cost?
- Why use a specialist rather than a generalist agency?
- Can AI create brand characters?
- How do characters build brand recognition?
- What makes a great brand character?
- How do you keep a character consistent?
- Internal vs External Characters: what's the difference?
Internal Campaign Characters
Character Science
What others are saying.
A selection of recent articles and thinking on the power of brand characters, from across the industry.
In a Fragmented Media World, Brand Mascots Are Becoming the Throughline
The Brand Beat · April 2026How brands like State Farm, Duolingo and Philadelphia Cream Cheese are treating mascots as active strategic assets.
Why brand mascots are back in business
Creative Boom · August 2025Why mascots are built for the pace of the internet but carry the staying power of heritage brands.
Move Over Minions: Not Alone Shows Illumination Still Has a Knack for Adorable Character Design
Creative Bloq · July 2026A look at how Illumination continues to create distinctive, emotionally appealing character design in its latest project.
Why mascots are making a comeback in the AI age
Strategy Magazine · Spring 2026Mascots as antidotes to digital fatigue in an era of identical AI-generated visuals.
Mascots in B2B: The Secret Weapon You're Probably Ignoring
The Branding Journal · June 2025The practical B2B case for mascots, with examples from Salesforce, Mailchimp and others.
The Mascot Advantage: How Character-Driven Marketing Improves Retention
Trophy / Levels Podcast · October 2025How a half-ant, half-robot mascot drives retention and emotional engagement in a B2C app.
33 expert character design tips
Creative Bloq · March 2024Practical character design guidance from professional illustrators and animators, covering silhouette, colour, expression and backstory.