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Otter Bay
Water Park: Mascot & Brand Identity
Spring/2025
Otter Bay Water Park needed more than a logo — it needed a personality.
The goal of this project was to create a fun, memorable mascot and a cohesive brand identity system that could live effortlessly across signage, merchandise, digital platforms, and in-park experiences.
Enter Lewis — a playful otter designed to become the heart and soul of the Otter Bay brand.
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Complete Brand Identity
I approached this project from a story-first mindset. Strong brands are character-driven, and Lewis needed to feel like more than an illustration — he needed a personality.
Lewis the Otter was designed to be expressive, friendly, and energetic, embodying the joy and adventure of a day at the water park. His design balances charm with simplicity, allowing him to be easily adapted into different poses, formats, and scales without losing his identity.
From there, I built a complete brand ecosystem around him.
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Mascot & Logo Pratical Usage
The final identity gives Otter Bay Water Park a strong, character-driven foundation that feels fun, cohesive, and scalable.
Lewis serves as a recognizable brand ambassador, while the supporting visual system ensures consistency no matter where the brand appears — from tickets and signage to apparel, social media, and beyond.
More importantly, the brand now tells a story. One that audiences can connect with, remember, and smile about.
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This project is a perfect example of why I believe story and character are the backbone of successful branding. When design is rooted in personality and purpose, it creates experiences — not just visuals. Lewis isn’t just a mascot; he’s the face of Otter Bay’s identity and the beginning of a lasting connection with its audience.
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