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I was recently commissioned to design a set of five creative brand characters for MyToys, the largest kids' brand in the German-speaking area in Europe.
The brief was to design a set of characters that could be used to express the MyToys core value: 'Joy' across all brand platforms. With this framework in mind, I designed five different modifiable characters with fun, curious and joyous personalities.
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The characters are based on simple shapes that create a backdrop for various expressions, moods and themes. The limited color palette creates a simplified feel and increases brand recognisability.
![](https://cdn.myportfolio.com/bc4e783bfeea1d109cf639cfe15faf91/93686996-bd69-4793-ab8a-eb43bd1e357c_rw_1920.jpg?h=a2fc531c83d4653e0d880da3e6f1a2aa)
The five characters created a basis for an extensive illustration library. I created 96 different expressions and moods with the characters to serve the brand's various communication needs in different seasons and platforms.
![](https://cdn.myportfolio.com/bc4e783bfeea1d109cf639cfe15faf91/73297b1f-f819-4903-8836-35bfa2b5bf02_rw_3840.jpg?h=edfcc76f20128af52b1558ff2e9458d3)
![](https://cdn.myportfolio.com/bc4e783bfeea1d109cf639cfe15faf91/a85ab684-a554-4ba0-af7b-214bf44cbabd_rw_1920.jpg?h=bdaec93aeea572b6b47cbf66652e4288)
The overall MyToys brand renewal was executed by the fantastic team at the Berlin-based design agency Strichpunkt.
![](https://cdn.myportfolio.com/bc4e783bfeea1d109cf639cfe15faf91/fa32982f-c52a-4c1f-9259-dcfa92f34ef0_rw_1920.jpg?h=2ffa26a1448f922cc1afcbd2100c9568)
![](https://cdn.myportfolio.com/bc4e783bfeea1d109cf639cfe15faf91/36da912d-74f3-49a2-8b24-987ff1c8939a_rw_3840.jpg?h=cea780b632a924361a18d5cde9160b2f)
I also created set of 23 brand icons in matching style to the characters to be used on the MyToys website and communications materials.
![](https://cdn.myportfolio.com/bc4e783bfeea1d109cf639cfe15faf91/2f9f525c-bf73-41d9-aa9d-8dfba87dc7dc_rw_1920.jpg?h=dadd1a3e7141536575d0df03c177378d)
![](https://cdn.myportfolio.com/bc4e783bfeea1d109cf639cfe15faf91/2970a447-3d8e-4795-b40e-ef7bc6b05a13_rw_1920.jpg?h=a0275df6e45f9e553f1bf47e1bc3042f)
Art Direction and Branding: Strichpunkt Berlin
Client: MyToys
Illustrator: Leena Kisonen