Drew Lakin

Armstrong Tires Tuffy Mascot Refinement

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Last year I was given the opportunity to collaborate with the stellar team at Viget amidst their brand identity and marketing strategy refresh for Armstrong Tires.

We wanted to update the Armstrong mascot Tuffy in an efficient way and internally realized, "What if we used the rhino in the original logomark as the inspiration for our new Tuffy mascot? My job was to modify the illustration into a less anthropomorphic rhino character and created 10 signature illustrated poses to represent each of the new brand attributes: Trustworthy, Respected, Strong, Focused, Savvy, Innovative, Wholesome, Approachable & Compassionate.

Full case study by the team at Viget HERE. Personal case study coming soon.

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