VCU Brandcenter 2024 - Strategy and Design

Our professor tasked us with choosing a brand that we thought could benefit from having a mascot, and as such, we chose to work on Moleskine. After delving into the history of the company and deciding upon which brand archetype best fit them, we went about creating a character that would align with their archetype, their voice, and their motivations. this all culminated with us creating the vulnerable yet always inquisitive Hugo the Mole.

Strategists: Max King, Josh LaJoie

Experience Designer: Wanda Fel