Background
I was tasked by Virtua94 Netlabel to create a mascot and visual brand identity complementing their music. Initially centered around a singular character named ‘Kushi,’ the project evolved into a comprehensive array of characters showcased across their website, merchandise, streaming channels, and an intricately developed in-universe narrative.
Iteration
The initial iteration of the design garnered positive feedback. Following deliberations among the key staff members, a subsequent request emerged: the inclusion of footwear for the character. Specifically, the directive was to incorporate a design reminiscent of Sonic the Hedgehog’s iconic ‘soap shoes.’ This request stemmed from the team’s contemplation of creating fan-made video games or reimagining existing Sonic the Hedgehog games for their events, necessitating the addition of distinctive footwear to the persona of ‘Kushi.’
In response to this, I seamlessly integrated the requested shoes into the character’s design. Simultaneously, recognizing the opportunity to further fortify the brand identity, I introduced an optional hat adorned with the Virtua94 logo. This additional element not only contributed to the character’s visual appeal but also served as a strategic reinforcement of the Virtua94 branding, thereby enhancing the mascot’s role as a versatile and iconic symbol across various creative projects and initiatives.
Gaming Channels
Subsequently, Virtua94 approached me with the exciting news of launching Twitch and YouTube gaming channels for live gameplay streaming. They sought distinctive banners and a title logo that would establish a unique visual identity, setting these gaming channels apart from their main brand.
Inspired by the gaming theme, I conceived the idea of crafting alternate versions of ‘Kushi,’ akin to the alternate character skins present in fighting games when multiple players choose to play as the same character. This creative decision not only allowed for the introduction of a female iteration of the mascot but also presented two rhinoceros beetle alternatives. Drawing on the traditional association of samurai helmets with the horn of the rhinoceros beetle, I endeavored to imbue these new characters with a samurai look.
Turning to the design phase, I created banners tailored to the specific dimensions of Twitch and YouTube, incorporating a judicious blend of a half-tone pattern and gritty texture overlays. These elements seamlessly integrated all the newly introduced mascot alternates, ensuring a cohesive and visually engaging representation.
For the title logo, I melded the primary brand’s logo with a pixelated font reminiscent of retro video games. This fusion aimed to capture the essence of gaming nostalgia while aligning with Virtua94’s overarching brand identity. The resulting visual elements not only distinguished the gaming channels but also reflected the dynamic and evolving nature of Virtua94’s multimedia presence.
Expanding the Kushi-verse
Running with the success of the ‘Kushi’ mascot, Virtua94 entrusted me with the responsibility of broadening its scope into an entire universe of characters for comprehensive brand utilization.
Embracing this directive, I embarked on the creative journey of crafting a diverse ensemble of companions for ‘Kushi,’ adhering to the established design principles to maintain a cohesive visual style. The objective was to develop a range of characters that seamlessly complemented the iconic mascot, enhancing the overall brand narrative.
In line with Virtua94’s Y2K2 marketing campaign, I introduced a character dubbed the ‘Millennium Bug.’ This addition was strategically aligned with the campaign’s thematic elements, contributing an engaging and relevant facet to the expanding universe of Virtua94 characters.
Through this initiative, the brand not only diversified its character roster but also fortified its visual identity, ensuring a unified and captivating brand experience for its audience across various mediums and campaigns.
All in all, I consider this project with Virtua94 to be some of my finest work. What began as a singular project evolved into a dynamic and ongoing endeavor, marked by the continual creation of diverse content, innovative branding initiatives, and compelling designs for Virtua94. The enduring nature of this partnership not only attests to the success of our initial endeavors but also underscores the collaborative synergy that has fueled a consistent stream of creative contributions to Virtua94’s vibrant and evolving identity.
Kushi’s Design
Guided solely by the directive to envision a character suitable for apparel, advertisements, and potential video games, the creation for this project rested entirely in my hands.
To forge a meaningful connection between the mascot and Virtua94, I conceived the character’s moniker, ‘Kushi.’ This name, signifying ’94’ in Japanese through an alternative phrasing, seamlessly aligned with the netlabel’s core essence. Given Virtua94’s affiliation with vaporwave music steeped in Japanese aesthetics, the nomenclature proved to be an ideal choice.
In an effort to encapsulate the distinctive Y2K style synonymous with vaporwave, hardcore, breakcore, and techno—the primary music genres championed by the netlabel—I meticulously crafted the mascot’s visual representation.
Residing in Tokyo during the character’s inception, my proximity to Tama Center, colloquially known as Hello Kitty’s Town, became a noteworthy influence. Frequent encounters with Hello Kitty mascots and branding left an indelible mark on my creative process, ultimately shaping the endearing yet gender-neutral design of ‘Kushi’. Opting for a stag beetle as the mascot’s form and employing a harmonious pink and blue color palette, I aimed to infuse a captivating cuteness that resonated with both male and female audiences, thereby expanding potential merchandising avenues.
Moreover, to enhance the mascot’s versatility, I meticulously constructed each limb and element as separate Photoshop layer groupings. This deliberate approach facilitated ease of manipulation, allowing the client to adapt ‘Kushi’ into various poses suitable for diverse campaigns and purposes.
Upon completion of the creative process, I furnished the client with a comprehensive branding package, inclusive of detailed instructions delineating the optimal utilization of the layered Photoshop files. These files were specifically designed to afford the client a seamless means of posing ‘Kushi’ for diverse applications aligned with their unique needs and campaigns. The intent behind this approach was to empower the client with the flexibility to leverage the mascot dynamically across varied mediums, ensuring a cohesive and impactful representation in their branding endeavors.
Teaser + Launch
To unveil ‘Kushi’ to the dedicated fanbase of the netlabel, I devised a unique launch strategy. Leveraging the release of one of my own music albums slated for publication under the netlabel, complete with physical cassette editions, I seamlessly integrated a teaser for ‘Kushi’ within the inner album art. This strategic move aimed to pique the curiosity of my existing segment of the audience, generating anticipation and speculation regarding the forthcoming mascot.
Simultaneously, the teaser was promoted across various social media platforms and music streaming services, amplifying its reach and engagement. This multifaceted approach ensured a broad and diverse audience would be introduced to the enigmatic character.
Upon the official release of the album, ‘Kushi’ made its debut on the netlabel’s social media channels, promptly capturing attention and garnering support from Virtua94 followers. This orchestrated reveal marked the initiation of a comprehensive marketing campaign centered around the mascot.
Subsequently, a range of merchandise, including stickers and apparel, featuring the charismatic mascot, was set into production. This merchandise not only served as tangible expressions of fan enthusiasm but also played a pivotal role in solidifying brand recognition for Virtua94, establishing ‘Kushi’ as an integral and beloved emblem within the netlabel’s identity.
3D Modelling
Capitalizing on the fervent love and admiration bestowed upon the ‘Kushi’ mascot by fans, new avenues unfolded for expanded merchandise creation and the imperative for 3D models suitable for rigging in video games showcased during Virtua94’s live events.
Promptly immersing myself in the realm of 3D design, I leveraged Blender to seamlessly translate the 2D essence of the mascot into a dynamic 3D interpretation. This transformative process not only successfully captured the distinct visual identity of ‘Kushi’ but also allowed for the integration of additional branding details, such as embedding the company logo into the soles of the character’s shoes.
Upon completing the 3D model, I made it readily available to both the internal team and the broader online community. This move empowered developers and animators, providing them with a versatile asset that could be harnessed to elevate the mascot’s presence in the realm of video games and virtual experiences.
Furthermore, I utilized the 3D model to craft a series of poses and animations using a combination of Blender and After Effects. This served as a driving force behind increased merchandise sales, reinforcing the mascot’s status as a dynamic and multifaceted symbol within the Virtua94 universe.
Background
I was tasked by Virtua94 Netlabel to create a mascot and visual brand identity complementing their music. Initially centered around a singular character named ‘Kushi,’ the project evolved into a comprehensive array of characters showcased across their website, merchandise, streaming channels, and an intricately developed in-universe narrative.
Kushi’s Design
Guided solely by the directive to envision a character suitable for apparel, advertisements, and potential video games, the creation for this project rested entirely in my hands.
To forge a meaningful connection between the mascot and Virtua94, I conceived the character’s moniker, ‘Kushi.’ This name, signifying ’94’ in Japanese through an alternative phrasing, seamlessly aligned with the netlabel’s core essence. Given Virtua94’s affiliation with vaporwave music steeped in Japanese aesthetics, the nomenclature proved to be an ideal choice.
In an effort to encapsulate the distinctive Y2K style synonymous with vaporwave, hardcore, breakcore, and techno—the primary music genres championed by the netlabel—I meticulously crafted the mascot’s visual representation.
Residing in Tokyo during the character’s inception, my proximity to Tama Center, colloquially known as Hello Kitty’s Town, became a noteworthy influence. Frequent encounters with Hello Kitty mascots and branding left an indelible mark on my creative process, ultimately shaping the endearing yet gender-neutral design of ‘Kushi’. Opting for a stag beetle as the mascot’s form and employing a harmonious pink and blue color palette, I aimed to infuse a captivating cuteness that resonated with both male and female audiences, thereby expanding potential merchandising avenues.
Moreover, to enhance the mascot’s versatility, I meticulously constructed each limb and element as separate Photoshop layer groupings. This deliberate approach facilitated ease of manipulation, allowing the client to adapt ‘Kushi’ into various poses suitable for diverse campaigns and purposes.
Upon completion of the creative process, I furnished the client with a comprehensive branding package, inclusive of detailed instructions delineating the optimal utilization of the layered Photoshop files. These files were specifically designed to afford the client a seamless means of posing ‘Kushi’ for diverse applications aligned with their unique needs and campaigns. The intent behind this approach was to empower the client with the flexibility to leverage the mascot dynamically across varied mediums, ensuring a cohesive and impactful representation in their branding endeavors.
Iteration
The initial iteration of the design garnered positive feedback. Following deliberations among the key staff members, a subsequent request emerged: the inclusion of footwear for the character. Specifically, the directive was to incorporate a design reminiscent of Sonic the Hedgehog’s iconic ‘soap shoes.’ This request stemmed from the team’s contemplation of creating fan-made video games or reimagining existing Sonic the Hedgehog games for their events, necessitating the addition of distinctive footwear to the persona of ‘Kushi.’
In response to this, I seamlessly integrated the requested shoes into the character’s design. Simultaneously, recognizing the opportunity to further fortify the brand identity, I introduced an optional hat adorned with the Virtua94 logo. This additional element not only contributed to the character’s visual appeal but also served as a strategic reinforcement of the Virtua94 branding, thereby enhancing the mascot’s role as a versatile and iconic symbol across various creative projects and initiatives.
Teaser + Launch
To unveil ‘Kushi’ to the dedicated fanbase of the netlabel, I devised a unique launch strategy. Leveraging the release of one of my own music albums slated for publication under the netlabel, complete with physical cassette editions, I seamlessly integrated a teaser for ‘Kushi’ within the inner album art. This strategic move aimed to pique the curiosity of my existing segment of the audience, generating anticipation and speculation regarding the forthcoming mascot.
Simultaneously, the teaser was promoted across various social media platforms and music streaming services, amplifying its reach and engagement. This multifaceted approach ensured a broad and diverse audience would be introduced to the enigmatic character.
Upon the official release of the album, ‘Kushi’ made its debut on the netlabel’s social media channels, promptly capturing attention and garnering support from Virtua94 followers. This orchestrated reveal marked the initiation of a comprehensive marketing campaign centered around the mascot.
Subsequently, a range of merchandise, including stickers and apparel, featuring the charismatic mascot, was set into production. This merchandise not only served as tangible expressions of fan enthusiasm but also played a pivotal role in solidifying brand recognition for Virtua94, establishing ‘Kushi’ as an integral and beloved emblem within the netlabel’s identity.
Gaming Channels
Subsequently, Virtua94 approached me with the exciting news of launching Twitch and YouTube gaming channels for live gameplay streaming. They sought distinctive banners and a title logo that would establish a unique visual identity, setting these gaming channels apart from their main brand.
Inspired by the gaming theme, I conceived the idea of crafting alternate versions of ‘Kushi,’ akin to the alternate character skins present in fighting games when multiple players choose to play as the same character. This creative decision not only allowed for the introduction of a female iteration of the mascot but also presented two rhinoceros beetle alternatives. Drawing on the traditional association of samurai helmets with the horn of the rhinoceros beetle, I endeavored to imbue these new characters with a samurai look.
Turning to the design phase, I created banners tailored to the specific dimensions of Twitch and YouTube, incorporating a judicious blend of a half-tone pattern and gritty texture overlays. These elements seamlessly integrated all the newly introduced mascot alternates, ensuring a cohesive and visually engaging representation.
For the title logo, I melded the primary brand’s logo with a pixelated font reminiscent of retro video games. This fusion aimed to capture the essence of gaming nostalgia while aligning with Virtua94’s overarching brand identity. The resulting visual elements not only distinguished the gaming channels but also reflected the dynamic and evolving nature of Virtua94’s multimedia presence.
3D Modelling
Capitalizing on the fervent love and admiration bestowed upon the ‘Kushi’ mascot by fans, new avenues unfolded for expanded merchandise creation and the imperative for 3D models suitable for rigging in video games showcased during Virtua94’s live events.
Promptly immersing myself in the realm of 3D design, I leveraged Blender to seamlessly translate the 2D essence of the mascot into a dynamic 3D interpretation. This transformative process not only successfully captured the distinct visual identity of ‘Kushi’ but also allowed for the integration of additional branding details, such as embedding the company logo into the soles of the character’s shoes.
Upon completing the 3D model, I made it readily available to both the internal team and the broader online community. This move empowered developers and animators, providing them with a versatile asset that could be harnessed to elevate the mascot’s presence in the realm of video games and virtual experiences.
Furthermore, I utilized the 3D model to craft a series of poses and animations using a combination of Blender and After Effects. This served as a driving force behind increased merchandise sales, reinforcing the mascot’s status as a dynamic and multifaceted symbol within the Virtua94 universe.
Expanding the Kushi-verse
Running with the success of the ‘Kushi’ mascot, Virtua94 entrusted me with the responsibility of broadening its scope into an entire universe of characters for comprehensive brand utilization.
Embracing this directive, I embarked on the creative journey of crafting a diverse ensemble of companions for ‘Kushi,’ adhering to the established design principles to maintain a cohesive visual style. The objective was to develop a range of characters that seamlessly complemented the iconic mascot, enhancing the overall brand narrative.
In line with Virtua94’s Y2K2 marketing campaign, I introduced a character dubbed the ‘Millennium Bug.’ This addition was strategically aligned with the campaign’s thematic elements, contributing an engaging and relevant facet to the expanding universe of Virtua94 characters.
Through this initiative, the brand not only diversified its character roster but also fortified its visual identity, ensuring a unified and captivating brand experience for its audience across various mediums and campaigns.
All in all, I consider this project with Virtua94 to be some of my finest work. What began as a singular project evolved into a dynamic and ongoing endeavor, marked by the continual creation of diverse content, innovative branding initiatives, and compelling designs for Virtua94. The enduring nature of this partnership not only attests to the success of our initial endeavors but also underscores the collaborative synergy that has fueled a consistent stream of creative contributions to Virtua94’s vibrant and evolving identity.