Beaver
Character Design
As part of ServiceDeck’s national “We Are Canadian” campaign, I designed a custom beaver character to represent the brand across its homeowner and SaaS-facing platforms. The goal was to create a mascot that resonated with Canadian values, stood out visually, and was adaptable across different audiences, use cases, and promotional content.
Audience Targeting & Diversity
Two core beaver personas were developed: a hardhat-wearing “worker” beaver tailored to homeowners using the marketplace platform, and a tie-wearing “office manager” beaver representing SaaS users like contractors and business owners. Each variation was created in different fur tones to reflect inclusivity and diversity in our brand storytelling.
Expression Packs for Engagement
To ensure character consistency across campaigns while keeping each appearance fresh, I designed a wide range of beaver facial expressions—happy, surprised, serious, and emotional. These were especially useful for social posts and banner ads, helping each asset feel unique and engaging.
Tools & Industry Props
To enhance realism and fit the industry context, I created a detailed tool prop pack for the worker beavers. These included painter’s tools, shovels, wrenches, and safety gear—each carefully styled to maintain brand cohesion while showcasing relevant services.
Office Props & SaaS Representation
For the manager beavers, I developed a set of office-related accessories and icons, including clipboards, tablets, graphs, and desktop monitors. These visual cues were used across the SaaS platform promotions to communicate business efficiency and analytics capabilities.
