CASE STUDY

Crafting engaging characters for business services

desktop computer with Recupel Pick-up website page

Recupel, known for its role in recycling electronic appliances in Belgium, continues to innovate in communicating their services.

This case study illustrates how character design and animation can effectively present a new service to business clients.

Services
Brand illustration
Character design
Animation

CHALLENGE

Humanizing a brand story with character design

Recupel faced the challenge of introducing a new service to business clients through an engaging video. The goal was to align this with their existing brand illustrations, yet creating characters that are both human and captivating, and telling the story in a concise, appealing way.

SOLUTION

Balancing simplicity with emotion

The journey began with a style exploration, seeking to harmonize the minimalistic graphic style with characters capable of emotional expression. A vital part of the process was expanding the limited brand color palette to include diverse skin tones while maintaining its simplicity.

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Want to know how brand characters can benefit your business?

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1. Concept

Exploring character designs through sketching and creating a rough storyboard.

A solid and simple creation process

2. Design

Transforming sketches into illustrations and designing keyframes for animation.

3. Animation

Crafting animation ideas and animating the illustrations with human-like movements.

RESULTS

Engaging explainer videos

The final deliverable was a 30-second animated explainer video, presenting the new service with a clear call to action. This was complemented by various spin-offs for use on the client's website and social media.

Animated explainer video for Recupel Pick-up (30 sec - NL)

  • Tim’s illustration style is a great fit.

    Recupel’s new brand illustration style needed to be simple, expressive and flexible. Both client and agency are very enthusiastic with the results — as well as the clear communication and workflow.

    Philippe De Ceuster — Creative director & Founder, Mortierbrigade (BE)

OUTCOME

Amplifying brand message with character design

Besides explaining a complex service the project also set a new standard for Recupel’s future communication.

The characters are used in future campaigns, creating a consistent and evolving brand story – reflecting inclusivity.

Agency: Mortierbrigade
Design: Tim Van den Broeck
Animation: Aad Verstraelen

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