Project Type Professional Work
Scope of Work Brand Identity, Logo (Mascot) Design, Creative Direction
My Role Lead Graphic Designer
Duration February 2025
Tools Adobe Illustrator
Project Overview
Timbii is a multilingual communication application designed for friends and family, offering in-person and remote translation options in real-time.
Problem
Most multilingual translation applications' branding appears modern, corporate, and traditional in its communication tools. The competitors often reach a wider audience in the communication application market, but have limited language support, unreliable translations, and few user experience options.
As a Sparc team, we have always aimed to make Timbii and its interface experience easier for people to connect and understand each other in everyday conversations with friends and family in multilingual environments by breaking down language barriers. We believe in making communication easy and accessible, fostering connections, and encouraging everyone to express themselves freely with tone settings both remotely and in person. Timbii features live translation through chat messages, voice-to-text, and translation messages to improve communication better.
Solution
I developed a consistent mascot branding across the application using a strong and friendly typographic hierarchy with clean and sans-serif typefaces. A unique, charming, and adorable non-corporate mascot logo as a branding that clearly reflects its role as a communication tool.
Outcome
As I narrowed down to one and the best creature out of multiple mammal creature options, and carefully chose the right one for Timbii branding.
As the result, Sea Otters are the best creatures represented in their personalities and approaches to others, ensuring the concepts are aligned with communication, connection, and a friendly tone.
Concept Development — Why sea otter as a mascot brand?
Based on my research, sea otters display a wide range of positive personality traits and social behaviors. Most sea otters have friendly dispositions and show positive approaches toward others, including humans and birds. They are also well-known for being very family- and friend-oriented.
Their personalities are: outgoing, personable, playful, responsive, warm, talkative, friendly, networkers, greater communicator, compassionate, enthusiastic, and social.
Sea otters are the perfect characters to align with my vision and ideas for a friendly communication mascot. I wanted to create a brand that feels different from the typical tech, corporate, or traditional styles, such as those used by competitors like WhatsApp or Messenger.
Color Palette
I aim for the color palette to be minimalist design movements and contemporary aesthetics.
• Vibrant Coral tone evokes warmth, optimism, calmness, and encouragement, making it ideal for text highlights, displays, and icons as elements.
• Light Sand Dollar tone conveys safety, warmth, and trust, balancing the background and color visual elements. This tone was also implemented into Timbii's feature on cheeks.
• Dark Chocolate tone can evoke feelings of security and belonging, reflecting the sense of connection between family and friends in communication. This tone was also implemented into Timbii's features as an outline of the body and its face.
• Misty Blue tone is associated with a sense of gentleness, calmness, peace, and organic friendliness.
