Identity Redesign & Character Illustration
Spring Marketing Capital, Mumbai
2022
They wanted a character, Joy, that would feel approachable, fresh, and inviting for young children. Joy needed to represent children in all moods and forms, be gender-neutral, and adaptable across multiple touchpoints.
We designed Joy as a round, full-colour mascot with black outlines for limbs and features, featuring multiple expressions and interchangeable accessories that were easy for the internal team to use. This was a really fun project for me, as it allowed me to explore imagination and communicate with children through art and design.
Designed With
Ajay Ramaswamy (Head of Design)
Lekha Shastry (Creative Associate, Design)