Going back to “style” as a concept, here’s an example of what I meant. When designing mascots, you’re really just exploring different styles a character would be done in. Below are designs proposed mascot designs for a medication launch. They wanted an average, middle aged guy, that patients could relate to. We did multiple options (the grayscale sketches), while the one they liked is the full color image. Below it is the pitch for an animated spot that showed the character going about his daily routine. You can tell how old this is because the TV format is still 4:3. OMG!