Firefox

WHAT
WE DID

Brand Mascot , Illustration

Dream Farm Agency is a creative agency that provides innovative and future-driven communication solutions for brands by exploring new ways of storytelling and creating unforgettable brand experiences. Leveraging a decade of industry experience, marketing wisdom, and artistic vision, Dream Farm Agency brings a fresh perspective to brand communications.

OUR TOTAL SOLUTION

PHASE 1

Research

Mozilla was clear with what it wanted; A fox character that would become a core part of the identity system for Firefox Lite and help it stand out from competing browsers. Plus, Mozilla knew its target audience well. However, their character needed to be marketable and play the role of a mascot in a broader form. So, we did thorough research and held brainstorming sessions to think about all ways the fox character could present itself.

Initially, the purpose of the character will be to:

Delight audiences in Emerging Markets
Contribute to their understanding of how the browser benefits them
Help distinguish Firefox Lite from competing browsers

PHASE 2

Character Profile

Based on Mozilla’s target audience for this service and our creative considerations, we found that the character should: – Be designed for mobile first as the Lite service’s usage is mainly for android mobile devices
– Entertain but have a ‘get it done’ attitude
– Have high energy that appeals to users in many countries
– Show up in a culturally appropriate way
– Be unisex so it wouldn’t limit the audience’s gender preferences
– Help users get the most out of the product and add fun
– Support how Firefox Lite is used in different mediums
– Demonstrate that Firefox is ‘on your side’ and make browsing easier

PHASE 3

Creative Design

Mozilla provided us with how they wished their character to appear:
In order to keep Mozilla’s options open, we drew several sketches and let the brand choose which one was the closest to their dream character.

PHASE 4

3D Modeling

What eventually came out were two lovely characters with fine detail to speak the message of the brand; their hair, for instance, creatively and noticeably depicted the product.