Role: Creative Director

Challenge: Roadrunner LTL needed a bold, recognizable mascot to unify its brand across recruitment, internal culture, and external marketing. The challenge was creating a unique, high-quality character design that looked fierce, professional, and versatile enough for use across multiple mediums — from digital campaigns to 3D figurines.

Solution: I initiated the creative process by using AI-generated concepts to explore directions for a strong, tough roadrunner character. I refined the designs in professional tools, secured leadership buy-in, and partnered with a freelance illustrator to develop Rigz into a custom 3D character that could be posed and animated for both static and motion graphics. This allowed Rigz to scale seamlessly across recruitment, internal communications, and external marketing.

Impact: Rigz became fully integrated into Roadrunner’s brand identity, appearing in trade show signage, swag, email signatures, IT announcements, internal newsletters, certificates, website and landing pages, social media, and display ads. The mascot quickly gained traction across the organization, strengthening culture, enhancing recruitment, and giving Roadrunner a memorable, ownable brand symbol. Its success even influenced the industry — with competitors later developing mascots for their own logistics brands in response.