l’oréal – CONNECT – Internal Campaign – Mascot
CONNECT – Internal Campaign – Mascot
The challenge
L’Oréal runs an internal initiative called Connect, designed to encourage regular conversations between employees and managers through quarterly meetings focused on alignment, feedback, and professional development.
To make the campaign communication more engaging and approachable, the creative team was asked to develop a mascot that could represent the spirit of open dialogue and bring a lighter, more human tone to internal communications.
Within the agency, I was selected to lead and develop the mascot concept for the campaign.
Insight
The Connect campaign identity already featured a visual symbol built around two speech bubbles in red and black, representing dialogue and exchange.
My idea was to translate this core visual element into a character that could embody the concept of communication and connection across the organization.
Concept Development
To explore different creative directions, I initially developed two mascot concepts:
• A small robot character, representing innovation and modern workplace culture, with its visor lighting up in the shape of the campaign’s speech bubbles.
• An abstract speech-bubble character, a friendlier and more expressive figure directly inspired by the campaign symbol.
Both concepts started with hand sketches, which I later developed into visual explorations using MidJourney for presentation.
Character Expansion
After presenting both directions, L’Oréal selected the abstract speech-bubble mascot I created, which better captured the
friendly and conversational spirit of the Connect initiative.
I then further developed the character through additional scenes and visual explorations using MidJourney and Nano Banana, and also created a short video with MidJourney to explore movement and personality for the mascot.
The mascot is now being integrated into the campaign, with motion designers from the agency currently developing animated content based on the character.
