The Brief

Blue Style wanted to replace their existing brand mascot, Cupid, with a new character. The initial brief was to create a mascot built around the idea of flying — a character that could literally “fly” customers into their holidays.

The Idea

Instead of taking the flying concept literally, I developed a different creative direction: Blů, a big blue furry character designed to embody the warmth, passion and personality of the Blue Style brand.

The concept was developed as part of the agency’s pitch and ultimately won the tender, becoming the new face of Blue Style.

The Project

As Senior Creative Director / Creative Lead, I developed the original mascot concept and led its creative direction through execution. Blů was designed as a flexible brand character that could live across different communication channels — from the launch TV campaign and print to web, social media and seasonal promotional materials.