The Setup:
The United Dairy Industry of Michigan held a competition between Michigan State, Western Michigan University and Grand Valley State, tasking each with putting together a campaign proposal that would connect with a younger market.
The Task:
My team’s research told us that we needed to connect with younger demographics by showing that
dairy could provide something that they were missing. In an age of mental health awareness, this meant talking about what dairy could do to help with stress and anxiety.
Our Solution:
Creating a mascot that would serve as connective tissue across a multimedia campaign pushing dairy as a potential aide for sleep, relaxation and calmness.
I was responsible for the initial concept, designs, (seen above) and direction for the character, as well as providing guidance on further revisions and concepts.
The designs on the right were made by other members of the team using later iterations of the character’s design.
