Metaverse ready brand character

Brief

Create a vivid brand character concept, to be used as an advocate for crucial software development topics. 

When

October 2021 – November 2021

Outcome

We designed a sophisticated brand character, that sits perfectly in the junction between fun and serious. The outcome is a cutting-edge brand mascot, that is Metaverse-ready. We launched the concept via a main launch film and a series of films built around various technology related scenarios. 

Complexity

3 / 5 

Disclaimer: The conceptualization of the character took place during October 2021, before the war in Ukraine broke out. The letter “Z” on the front of the mascot stands for the first letter of the brand name, and bares no connection or relevance whatsoever, to the use of the same letter on the armed vehicles of the invading forces during the Ukraine war.

The outcome.

Enter “Z, your friendly, intelligent (yet) goofy robot companion!” We designed and fleshed out a cheerful 3D character. We decided to keep the form of the character quite simplistic and we used a slick visor for a face in order to secure a wide spectrum of facial expressions.  The outcome is a smooth, intelligent and honest robot with a human heart.  

Z is coming with an array of energetic animation routines, to be acted out in support of various scenarios. We created a launch movie, In order to introduce the new character to the world.

Z’s reveal film borrows cinematic elements from the automotive world and is a tongue-in-cheeck approach to traditional new car model reveals, whilst winking cheerfully to the unsuspected audience with a final twist.

The details.

For the conceptualisation phase, we looked at minimalistic and adorable characters from the cinematic world of Disney and Pixar, like Eva from Wall-E and the Asian animation scene. During look development, we focused on fleshing out a solid and simple, yet recognisable brand asset, that would call to mind the brand if encountered in different platforms. Finally, for the body language, we aimed to combine the maneurisms of an innocent friendly robot and the intelligence of an engineer, ready to tackle intricate topics such as self-driving technology.

The result is a glossy, floating, expressive brand character, with a broad range of expressions. We produced all the models, animations and movies in-house, with the help of our talented friends at Mutual-X.

Zenseguard

Metaverse & brand characters

What is our view? Brand characters had their peak in the ’50s and the ’60s, the golden era of brand mascots. It was a time dominated by cheerful tigers (Tony the Tiger), joyous clowns (Ronald McDonald), and two-tailed mermaids (Starbucks). But through the following decades, and despite the fact that brand mascots found a footing in social media, those brand instruments fell to the side. 

With the metaverse slowly opening up as a new playground for brands, we can see brand mascots making a comeback. This trend will be encouraged by the visceral/intuitive nature of virtual reality. Brands will need representatives to communicate their products and services in this new world, and those reps might not be human… or at least they won’t look like one. In the virtual world, the equivalent of a human rep, or a customer service AI, will wear a three-dimensional avatar costume or will be a virtual chatbot-bot. In a space not limited by the constraints of the physical world, brand representation will go beyond t-shirts and pins and can have a deeper rooting to a consistent brand narrative, amplified by imagination and creative expression. We can already see in front of us the virtual interactions with Mickey Mouse himself (the embodiment of the Disney brand) for customer support in a Disney+ corner of the metaverse, as opposed to a human agent. Our take is that brand mascots will come back to fill in for that need in this new space, in one form or another.

Although this is a speculation for the time being, one thing is for certain. The looming metaverse will require a brand new lingo and new types of communication tools for organisations to interact with their audiences in meaningful ways. Especially in the virtual space, where brand encounters will be placed in a three-dimensional imaginary world, brand impact and brand recall will be wildly depended on the degree of immersive storytelling that brands can achieve. 

We, at Uncloudy & Co looking at the current state of the metaverse from an enterprise/brand point of view and have identified crucial factors for organisations that are considering entering the space. We have mapped out the opportunities, considerations, and barriers to entry, and have established a roadmap covering baby steps exploration, to designing a coherent metaverse brand narrative and delivering it to your organisation’s target audiences. If you would like to find out what the current state of the metaverse can offer to your brand, what key opportunities you can currently harness, or just familiarise with virtual reality and get inspired, do not hesitate to reach out to us so that we can set up an exploration workshop for you and your team, at hello@uncloudy.se.

 

Ready to talk?

We, at Uncloudy & Co looking at the current state of the metaverse from an enterprise/brand point of view and have identified crucial factors for organisations that are considering entering the space. We have mapped out the opportunities, considerations, and barriers to entry, and have established a roadmap covering baby steps exploration, to designing a coherent metaverse brand narrative and delivering it to your organisation’s target audiences. If you would like to find out what the current state of the metaverse can offer to your brand, what key opportunities you can currently harness, or just familiarise with virtual reality and get inspired, do not hesitate to reach out to us so that we can set up an exploration workshop for you and your team. Simply write us an email to hello@uncloudy.se, or use the form below.

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