Brand mascots
Give your brand a face people won’t forget .
Mascots are your brand’s most powerful (and most overlooked) asset. I help brands create a scalable and unique mascot universe that makes your brand unforgettable.
Why work with me?
Backed by science
This isn’t guesswork. I use proven marketing science to craft mascots that stick — grounded in principles like memory structures, fluent devices, and distinctiveness. Every character is built to boost recall, brand affinity, and long-term impact.
Built by a Branding Expert
With over 20 years of hands-on experience building brands, I know what works — and what doesn’t. Your mascot isn’t just a cute face — it’s a strategic brand asset, developed with the same care and clarity as your logo, tone, or campaign.
Powered by Generative AI
Why stop at just one version? With the latest generative AI tools, we can scale your mascot across images, videos, and formats — fast. That means more content, more consistency, and more creative magic at a fraction of the time and cost.
WORK
WORK
Dreamy
When Dreamland and ToyChamp merged, they needed a unifying character. I designed Dreamy — and built a generative AI system that allows Dreamland to bring him to life autonomously across channels.
With Dreamy, Stef didn’t just give us a mascot — he gave us an icon that brings our rebrand to life.
Niels Moons, Dreamland
Donna
The team behind Donna, an AI voice assistant for field sales, came to me with a mascot that felt static, generic, and lifeless. I refreshed the character, gave her a real personality, and brought her to life through a series of videos, including the SAP x Donna collaboration. Alongside that, I built AI workflows so the team could keep producing on-brand content autonomously, without depending on external production for every new asset.
Event managers live in chaos: endless logistics, last-minute changes, stressed clients. Rookoo needed a brand identity that cut through the noise instead of adding to it. I built a mascot system anchored around a calm, stylish pigeon, a "secret sidekick" only event managers see, embodying the focus their job demands and turning Rookoo's promise of less stress, more bookings into something unmistakably theirs.
Rookoo
“The collaboration with Stef went very smoothly. He immediately understood our needs and offered the right solution—exactly what we were looking for. Everything went very quickly, from first contact to quote to execution. Stef is open to feedback and thinks along quickly and proactively with the client in mind.”
Hyacintha Gentils, SKINN
Services
From mascot creation & setting up the tools to training your team to become a creative powerhouse, I’ve got you!
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No mascot yet? No problem. I design original characters from scratch — either as a creative starting point for illustrators and 3D artists, or as a direct input for AI model training. Whether you’re after something playful, iconic, or deeply rooted in your brand story, I help bring the perfect character to life.
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Ready to see your mascot move? Using the latest generative video models, I animate your character for use across campaigns, social content, stickers, and more. From subtle motion to full storytelling, your mascot becomes a dynamic part of your brand experience.
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To make your mascot truly scalable, I set up custom workflows that can generate consistent, high-quality images of your character in endless variations and use cases. I build in flexibility and range — so your mascot can adapt to different moods, formats, and scenarios while staying unmistakably on-brand.
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Empower your team to create. I train in-house teams to generate images and videos independently using the mascot model — unlocking more creativity, faster output, and less reliance on external agencies. It’s a game-changer for brand content: high-quality, low-cost, and totally in your control.
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A mascot is only as powerful as its stage. I help you activate your character in a way that fits your brand — from cinematic ad campaigns and toy lines to wild city activations. Together, we turn your mascot into a recognizable, lovable brand icon that earns attention and builds loyalty.
“Stef is great to work with and delivers more than expected. Thanks to a clear step-by-step process and regular feedback loops, he developed a mascot that’s not only visually appealing but perfectly aligned with our brand. Plus, it’s ready to go in multiple formats like graphics, video and gifs thanks to a trained model and smart use of reusable templates. Unlike traditional mascot creation, where you’re stuck redrawing 3D models and going back and forth with an agency for every variation, this approach is faster, smarter, and way more flexible.”
Patrice Boone - Head of Marketing Breev
What does it cost?
Starter package
€6.000 - €8.000
Timeline: 3-4 weeks
What's Included:
Character concept development (3-4 initial directions)
Refined final character design
20-30 initial poses & expressions
Style guide & usage documentation
Character sheet (to use for gen-AI)
1 revision round
Character source files
Perfect For:
Startups and SMBs testing a mascot concept, or brands exploring a character before committing to full-scale.
Growth package
€9,000 - €15,000 (most popular)
Timeline: 5-6 weeks
What's Included:
Everything from the starter package
Custom AI workflow for unlimited variations
30+ asset library (poses, expressions, scenarios)
Video animation setup (lipsync, motion, etc)
Team training workshop (2 hours)
30 days post-launch support
2 revision rounds
Perfect For:
Scale-ups and established brands launching active mascot campaigns who want their team to create content independently.
Not sure which package fits? Book a 20-min call and we'll figure it out together.
Enterprise package
€15.000 - €35.000
Timeline: 6-8 weeks
What's Included:
Everything from the growth package
Custom sandbox with apps
Comprehensive character universe & backstory
Advanced video animation capabilities
90 days post-launch support & iterations
Priority access for updates
Launch video
Perfect For:
Large brands, international campaigns, or organizations needing a fully-developed character program with comprehensive support.
Newsletter
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Marcel's lab
Newsletter ✉️ Marcel's lab
Join 4,300+ brand builders learning how to create distinctive characters using Gen-AI.
The case for mascots
Discover the true power of brand mascots in my documentary from branding icons and scientists like Jenni Romaniuk, Phil Barden and many more.