Zee — Camunda Mascot System
From freelance concept to core brand character
Freelance mascot exploration that led to a full-time brand design role and a year-long rollout across marketing, product, and events.
Zee
Client: Camunda
Role: Freelance Brand Designer
Scope: Mascot design, visual system, applications
Challenge: Camunda is one of the leading Process Orchestration and Automation platforms currently on the market. Given their heavy technical focus, they wanted to create a brand mascot that would humanize the company and personify their innovative spirit. Over the course of three months, I worked closely with Camunda’s VP of Brand and their two brand designers to develop a sleek, scalable, and iconic mascot design.
Concept Exploration
Beginning as a one-off sketch by one of Camunda’s brand designers, Zee started to gain traction among employees. My goal was to elevate the design of the mascot while maintaining the warmth of the original sketch that drew people in. 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.
Refining
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 persona with a strong silhouette that could be reproduced across different avenues and at various sizes.
Final Design
Below is the official Zee design that has now been utilized across DG assets, web applications, social media posts, event marketing, venue branding, and merchandising.
