Creative Review: Why character design is a brand’s secret weapon
The best characters are built with strategy, storytelling and brand truth in mind. In her piece for Creative Review, ECD Charlie Sells makes a bold case for why characters still matter in branding… and why most brands underestimate their value.
With contributions from director Neil Stubbings, Landor ECD Chris Moody, illustrator Dan Woodger, Head of Film Sue Loughlin and former creative chief of 4creative and McCann London, Lynsey Atkin.
"Making characters likeable, relatable or memorable isn’t as simple as slapping on a smile or giving them big eyes. The psychology of character design is subtle, and deeply rooted in how we, as humans, interpret personality through shape, movement, and gesture."
Neil Stubbings
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