Challenge

The goal was to create a character that could humanize internal communications while still feeling unmistakably part of ION’s brand. Rather than introducing a mascot that felt separate from the company’s identity, the character needed to be deeply connected to ION’s existing visual language.

Another important consideration emerged during development: the character should reflect the diversity of the company itself. Management wanted Fiona to represent a variety of cultural backgrounds, ensuring the character felt inclusive and representative of ION’s global workforce.

Approach

During early sketch exploration, I looked for ways to root Fiona directly within ION’s visual identity. One element quickly stood out: the circular nucleus shape that forms the foundation of ION’s primary icon. By using this circle as the geometric base for Fiona’s design, I was able to construct her form in a way that visually tied the character back to the brand.

This geometric approach allowed Fiona to feel both playful and structurally aligned with ION’s design system. Her shapes, proportions, and graphic simplicity mirrored the brand’s aesthetic language, ensuring she felt like a natural extension of the company rather than an unrelated illustration style.

As the concept developed, Fiona evolved beyond a single character. To better reflect the diversity of ION’s people and culture, the design expanded into a trio of Fiona characters, each representing different cultural backgrounds while maintaining the same visual DNA. This approach preserved consistency while allowing the character system to feel inclusive and globally relevant.

Together, the Fiona characters became a flexible storytelling device that could introduce internal initiatives, highlight company culture updates, and add a sense of personality to everyday communications.