The previous character was iconic, but today’s digital landscape demands flexibility and vibrant emotion. Instead of building a mascot from scratch, we simply gave a fresh look to the heroine the audience already knew and loved.
Key redesign goals
Preserving brand recognition
Seamless adaptation across all touchpoints
Infusing a unique personality
Organic integration into the overall communication style
The creative process and challenges
We were looking for the perfect balance, consciously ruling out options that felt too childish, unrealistic, or artificial. Every misstep helped us find the right direction. The final result is backed by dozens of choices: picking the right expressions, outfits, accessories… and so much more.
The creative process and challenges
We were looking for the perfect balance, consciously ruling out options that felt too childish, unrealistic, or artificial. Every misstep helped us find the right direction. The final result is backed by dozens of choices: picking the right expressions, outfits, accessories… and so much more.
The mascot inside the ecosystem
The heroine is now a core part of social media, video ads, and other formats. She is far more than just an illustration – she is an extra touchpoint that sparks emotions and sticks in the mind much better than standard slogans
Before:
After:
Before:
After:
A tool for dialogue
We built more than just visuals – we created a powerful communication channel. The revamped Dame from Molendam naturally fits into topical content and ad creatives, making the brand feel alive and modern.