The Challenge

I led the concept, design, and launch of a new brand mascot as part of a wider brand refresh for Free Courses in England. The objective was to create a more personable and approachable brand identity, introducing a distinctive character that could bring warmth, personality, and clarity to our communications. The mascot was designed to simplify complex information, improve engagement, and create a more memorable user experience across key touchpoints.

The Outcome

Since launch, the mascot, Fin, has been successfully integrated across multiple channels, particularly on the website where he is used to highlight key information and guide users through important content. The addition has been met with positive feedback and has strengthened the brand’s ability to communicate in a more engaging, accessible, and human way.