MASCOT NAME
Neo
TARGET AUDIENCE
11-14 yrs old
TIMELINE
August 2024
ROLE OF MASCOT
Represent the brand, boost engagement, and build identity across app, web, and socials.
CLIENT'S IDEA
“NeoApe” = the evolved, skill-savvy ape of the digital age. Needed a teen ape with big personality, built to express emotions, connect with users, and bring joy to learning.
THE CHALLENGE
The brand needed a memorable mascot that appeals to Gen Z & brings energy to the app. It had to feel playful yet smart, modern yet relatable—something kids would want to engage with, not scroll past.
CREATIVE DIRECTION
I created a square-faced digital ape to stand out from the usual circular animal mascots. Each expression maps to an in-app emotion or action, making interactions feel alive.
EXPRESSIONS
Excited, Angry, Neutral, Win, Sad
TAKEAWAY
Designing NEOAPE reminded me how mascots aren’t just “cute”—they’re the soul of a brand.