Thomas Dabner explains how creating a mascot for a brand can really help it connect with people It’s easy to dismiss a mascot as something trivial, but characters are a proven way of helping people digest a message or understand a narrative, even if it’s a difficult one. Pixar’s Finding Nemo is essentially the story of a single parent reconnecting with his son, but told using animated fish. It’s got tough themes – the death of a parent in the first scene, sharks who are addicted to blood and the fear of separation, but they are all brilliantly and softly compelling. People turn to storytelling like this in times of crisis and need.
The mascot we designed is riding solo at initial launch. After much deliberation and debate as to whether a modern family or even a non-human counterpart would work better, we landed on a single-minded approach as the right solution to start with. Still, as time goes on, the Beyond family may grow.