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treelore
in the sightseeing adventure
role
designer
author
timeline
2023, 2026
tools
Illustrator
Proreate
Photoshop
InDesign
After Effects
content type
children's picutre book
branding
merchandise
project overview.
Prototyped in 2023 as a standalone children's picture book, in 2025, I sought out to refresh and expand on Treelore's branding and educational awareness potential with newfound research and strengthened world building. Treelore is a 4 year old duck on a mission to experience all the good the world has to offer, encouraging children and parents to be open minded, empathetic, and love learning.
targeting the problem.
Due to graduated executives and a lack of in-person participation caused from social distancing, the club had lost its audience and needed to start from zero. Another issue, Animation Club at Penn State's SEO search was overshadowed and confused with an older standing student org, the Anime Organization. In order to find their audience, it was decided to push social media engagement by increasing production of social media posts, stories, print advertisement, and asking a growing following their opinions through polls and questionares. This would not only be the start in creating the brand and follower relationship but help guide the brand's voice, thematic events, and overall visual message.
starting the design.
what's the vibe?
Moving away from the Penn State blue Anime Organization was utilizing, the team and I at first picked colors that would reference school pride while also suggesting bold, 70's funky, and friendly. As a club, the goal for the logo was to allow ample opportunity for it to be animated and provide clarity in readability and contrast.
Iteration 1 (2023)
Keeping in toe with Penn State's blue, this rebranding references the infamous bouncing ball routine with use of 3D assets and photography.
Iteration 2 (2026)
As the club grew, the idea of having a club mascot and updated colors became more relevant with the need to push the ties of friendship, animation, and audience engagement. In the end, it was decided to feature two mascots, a yellow frog representing renewal/leap of faith and a blue dinosaur taking reference from the 1914 Gertie the Dinosaur. The decision to go into a Cartoon Network/Sanrio art style was again solving the issue of distinguishing the club from the Anime Organization while acknowledging the overlapping interests of both. It also gave opportunity for members to build a stronger relationship with Animation Club as brand.
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