While working with my team at SCAD, we were tasked with rebranding a choir. When I first saw the existing identity, it felt a bit intimidating, so my goal was to lighten and make the branding more approachable. I developed a series of playful characters to represent the students, allowing each group to be associated with its own personality. This led to naming ideas like ‘Mr. Notables’ and others within that world. I really enjoyed the process of creating for the choir and bringing the concept to life.