Our Challenge
The Boettcher Foundation wanted to transform Rooty from a physical mascot into a cohesive digital brand asset. The challenge was to capture his personality in an illustration, while creating a flexible design system that could seamlessly translate across apparel, merchandise, digital communications and future brand experiences.
Our Process
We partnered closely with the Boettcher Foundation to understand who Rooty was beyond his appearance. Through collaborative conversations, we explored his personality and mannerisms. Those insights informed a visual direction inspired by classic retro mascots, resulting in an approachable, energetic character with timeless appeal. Throughout the design process, we prioritized clean linework, bold shapes and a versatile illustration style that could be easily screen printed, resized, recolored and adapted across a variety of formats.
Our Solution
The final illustration transformed Rooty from an internal icon into a cohesive brand asset with personality and purpose. Designed for versatility, Rooty can now live confidently across digital platforms, apparel, stickers, tote bags and future promotional merchandise. By creating a scalable illustration system rather than a single graphic, Barefoot PR gave the Boettcher Foundation a memorable character that strengthens brand recognition, sparks engagement and provides a lasting visual ambassador for years to come.
Key Highlights
- Screenprint-Friendly Design
- Timeless Brand Appeal
- Scalable Illustration for All Applications
Our Solution
The final illustration transformed Rooty from an internal icon into a cohesive brand asset with personality and purpose. Designed for versatility, Rooty can now live confidently across digital platforms, apparel, stickers, tote bags and future promotional merchandise. By creating a scalable illustration system rather than a single graphic, Barefoot PR gave the Boettcher Foundation a memorable character that strengthens brand recognition, sparks engagement and provides a lasting visual ambassador for years to come.
Features
- Screenprint-Friendly Design
- Timeless Brand Appeal
- Scalable Illustration for All Applications
Results
“WE LOVE HIM! We have been so impressed with the speed you worked and also with how carefully you implemented our feedback into the design. This will be the perfect addition to our T-shirts.”
Holly McCollough, Communications Coordinator
Meet the Project Leads
Annabelle Gallegos
Senior Design Specialist
