Otter Bay - Water Park Mascot and Brand Identity

Otter Bay - Water Park Brand Identity

Overview

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

.The Challenge

Water parks thrive on emotion: excitement, laughter, and shared memories.

Otter Bay needed a character that could instantly connect with families and children while still feeling polished, intentional, and brand-forward. The identity had to be flexible enough to scale across multiple applications without losing clarity or charm.

The challenge was to design a mascot and visual system that felt:

• Approachable and fun

• Instantly recognizable

• Consistent across platforms

• Built for long-term brand growth

The Solution

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.

Deliverables

To ensure a cohesive and versatile brand experience, I created a full suite of assets, including:

• Mascot Design: Lewis the Otter, developed with strong personality and visual clarity

• Primary Logo: A bold, recognizable brand mark

• Icon & Illustrative Logo: Flexible marks for digital, signage, and merchandise use

• Slogan: A playful, adaptable tagline that reinforces brand voice

• Color Key: A vibrant, water-park-inspired palette designed for consistency and energy

• Typography System: Friendly, legible type choices that support the brand’s tone

• Brand Playbook: A practical usage guide outlining best practices for applying the identity across products, platforms, and marketing materials

Each element was intentionally designed to work together, creating a seamless and unified visual language.

Results

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.

Final Thoughts

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.