Zee — Camunda Mascot System
From concept sketch to core brand character
Camunda’s mascot now serves as a brand ambassador across community, events, and product touchpoints.
Tools: Figma, Adobe Illustrator, Google Slides
Zee
Client: Camunda, Process Orchestration and Automation platform
Role: Freelance Brand Designer
Scope: Mascot design, visual system, applications
Challenge: Given Camunda’s technical focus, I wanted to create a brand mascot that would humanize the company, personify their innovative morale, aid in developer relations, and expand the reach of marketing efforts. Zee needed to be not only a valuable digital asset, but a full-size wearable mascot.
Over the course of three months, I worked with Camunda to develop a sleek, scalable, and iconic mascot design system that would assist Camunda’s outreach, recognition, and event experiences. Click here to view the guidelines.
Process
Keeping the warmth of the original sketch, I explored ways to direct the design in a technical direction that was palatable for a developer and business audience. One of the primary ways I did this was shape language. For instance, more bulbous shapes speak to a whimsical tone. In contrast, blockier shapes fit more seamlessly with Camunda’s existing geometric, modular, tech branding. The following concepts each attempt to address the challenge in a different way. Use the gray arrows on the left or right of the image below to view each concept.
Feedback & Refining
The team provided feedback that concepts #2 and #4 stood out for their balance of personality with practical needs like replication, scalability, and cohesion with Camunda’s brand. With this in mind, I combined the strengths of both. It fit their need for an inviting, technical-leaning persona that could reproduced across different outputs and at various sizes.
