— PROJECT NAME
Wesley The Tiger Character Design and Branding
— ROLE
Lead Character Designer
Brand Designer
Illustrator
Layout and Copywriting
Graphic Designer
— DURATION
6 Months
Iowa Wesleyan University needed a mascot that would resonate with students and student-athletes, creating a unifying identity where none previously existed.
I led the project from initial concept sketches to final character illustrations, developing the color palette, coloring book, and mockups for digital and print applications. The design process involved exploring multiple personality traits, poses, and expressions to ensure Wesley the Tiger could feel both approachable and energetic, appealing to the entire campus community.
The final mascot brings life and personality to the university’s visual identity, providing a versatile, memorable symbol for school spirit, merchandise, and communications. Wesley the Tiger has become a recognizable and unifying presence, reflecting the pride and energy of Iowa Wesleyan University.
HISTORY
Iowa Wesleyan University was a four-year college located in Mount Pleasant, Iowa. In its 181 year history, it has had numerous iterations of a mascot logo.
In 1924, the University changed it's mascot from the Croaker (fearsome, I know) to the Tiger. This was in response to the then football team being referred to as "Tiger Men", which eventually named the new face "Wesley the Tiger".
Over the years, the university has changed it's tiger mascot a number of time. When I was a student at the school, I would often hear the student body make remarks about the dissatisfaction with the current tiger emblem, referring to its flatness, lack of fierceness and relevance to them. 'More house cat than feared rival'. I can't say I disagreed.
When the opportunity arose for a new image to be developed, I pounced (get it??) at the chance to create something that could resonate with the students more, instilling the "Tiger Pride" and sense of community. I had already cared so deeply about my school, and was ready for the immense challenge.
As part of the Marketing team at the University, I was entrusted with the unique opportunity to create this replacement. The full rebrand was slated to take place over the next few years after it's completion, but the school's eventual closure shuttered that possibility.
DESIGN
BRIEF
Create an updated, fierce, intimidating and relatable Wesley the Tiger personification of an tiger (like the physical mascot). This mascot will also illustrate each sport to highlight our large student-athlete body (70%+), and a 'student' Wesley to include non-student athletes. Deliverables include a head mark, full bodies of each sport and the student tiger and a coloring book. Colors to be included are the official University colors, a 'bright orange' for the tiger and related any tints and values.
FINAL
SCALED
COLOR VARIATIONS
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Illustrated Coloring Book
This coloring book was one of the best projects to come out of this case study. I was instructed to create a coloring book after creating the different Wesley personas. It was intended to be for local elementary school kids, but word quickly spread about the book on the college campus. Soon, the Admission Department, as well as the majority of students were requesting and coloring to their hearts content.
The entire book can be clicked through below. Have some fun!
Mockups
For visual familiarity, mockups of proposed usage of the new identity is featured below.
The Postcard was an actual printed piece sent out to confirmed students to attend the university.
Pictured In The Wild
Here are some of the ways the University had incorporated the Wesley icon. From social media posts, banners, merch and the University’s bi-annual publication’s front page, the Purple and White Magazine, Wesley was everywhere Iowa Wesleyan was.
