huey heysters - building a brand icon
Huey Heysters began in 2021 as a product and caddy-like mascot within the Masters Collection, then evolved into the official character of 1KG. Through artwork, illustrations, comics, merchandise, campaigns, and a dedicated Instagram presence, Huey became a continuing extension of the brand rather than a one-time collection asset.
ROLE
Creative Direction · Art Direction · Brand Development · Content Creation
DATE
May 2021–Ongoing
BRAND APPROACH
I developed Huey as a personality with his own visual world rather than a static mascot or logo. I created storyboards, directed how he should appear and behave, and shaped the scenarios used across campaigns and content while collaborating with illustrators and comic artists on execution. Repetition across product, storytelling, and social media allowed the character to stay playful, relatable, and recognizable in every format.
BRAND IMPACT
Huey grew beyond the original 1KG logo and became the brand’s most recognizable identity. Audiences began identifying 1KG through the character—often referring to the brand as “the frog brand”—making Huey the primary entry point into its products, stories, and ongoing projects.