Designing characters for resorts, cruise lines and theme parks etc, can have some unique and specific challenges. We’ve had the pleasure of designing, developing, and workshopping characters for a number of high-end clients. When it comes to creating a character for a theme park or resort, the process often involves many iterations and tweaks. The goal is always to create something that not only fulfils the brief but also has the potential to grow, evolve, and stay fresh over time.
Along the way, lots of ideas are explored—some get shelved, others reappear in new forms, and some spark entirely unexpected projects. That’s part of the magic. It’s a creative journey, and every sketch or discarded concept plays its role.
Designing a mascot character is a particularly exciting challenge. Unlike characters created solely for stories or animation, mascots need to exist in the real world. They have a very specific job to do, and that brings its own unique considerations.
Where It All Begins: Who Is This Character?
At the heart of it all is the character itself. To bring one to life, we first ask some key questions:
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What are they? Are they human, animal, alien—or something else entirely? And why?
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Who are they? What’s their personality? Are they cheeky, helpful, wise, silly?
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How old are they?
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What do they wear—and what does that say about them?
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Who are they aimed at? What age group, demographic, or type of guest are they meant to connect with?
The Business Side of Designing Characters
Next, we consider the practical needs of the client’s brand. A character often needs to do more than just look great:
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Should it incorporate brand colours or visual elements from the logo?
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Will the character appear on merchandise—and if so, what kind?
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Is there an existing uniform or costume style that needs to be reflected?
This stage helps anchor the character in the world it’s being designed for—making sure it fits seamlessly with the brand’s visual identity and long-term plans.
Building a World Around the Character
Once those core elements are in place, the fun really begins. Now we start to explore:
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What kind of world does this character live in?
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What’s the art style? Should it be playful and cartoony, detailed and textured, or maybe minimal and graphic?
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How will the character live off the page?
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Can it be made into a walkaround mascot, puppet, animated figure, or toy?
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Does it translate into 3D easily?
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How does it look alongside other characters in the same world?
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We also think long-term: can the character evolve with trends and changing tastes? Is there scope for seasonal versions or new stories?
Visual Design Considerations
From a designer’s point of view, there are certain visual essentials we always check:
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Does the character have a strong, readable silhouette?
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Does its pose express personality?
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Is the colour palette working?
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Is the character visually appealing and memorable?
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Most importantly, is it distinct? (We always aim to avoid anything too close to well-known characters.)
Balancing Creativity with Purpose when Designing Characters
Designing characters like this means juggling a lot of moving parts. You need to stay mindful of brand needs, storytelling, visual style, and practical execution—while keeping your creativity wide open.
It’s a balancing act. But when it all comes together, the results can be something really special. It’s often one of the most rewarding parts of the creative process—for both us as designers and for our clients.
About Us
Here at Fuzzy Lightbulb, we specialize in bringing unforgettable characters to life, crafting magical moments that leave a lasting impression. Through a collaborative approach that blends artistry, innovation, and a deep understanding of your audience, we create character experiences that resonate and leave a lasting impression.
Our diverse portfolio spans theatre and theme parks, holiday resorts and hotels, cruise lines, corporate brands, and TV and film.
We offer bespoke services, from auditing existing IPs to character creation, puppet and mascot design, merchandise and retail strategies, as well as onsite training and maintenance. As our client, you’ll work directly with us—the creatives—ensuring a personalized and seamless experience.
If you have any questions, don’t hesitate to reach out. We’d love to bring your vision to life!
And do come back to see what new and exciting projects we have been working on. 🙂