A recognizable internal guide
The lion was developed as a friendly, repeatable representative capable of carrying company information without making it feel impersonal.
PRODUCTIONSDiscuss a project ↗← SELECTED WORK
EMPLOYEE ENGAGEMENT · CLIENT PROJECT
Turning company knowledge into an illustrated participation system.
For Connexion Móvil, a Bogotá public-transport operator, Marbayo developed a mascot-led album that connected football culture with employee learning, workplace practices and internal participation.
BOGOTÁ · 2015CLIENTConnexion Móvil
CONTEXTInternal communications
FORMATIllustrated collectible album
CREATIVE LEADMartin Bayona Pineda · Marbayo Productions
THE OPPORTUNITY
A cultural moment became a reason to learn, participate and connect.
Connexion Móvil’s advertising director proposed an interactive initiative for employees around the 2015 South American football tournament. The opportunity was not simply to decorate a campaign: it was to make operational knowledge and company values more engaging across a varied workforce.
Following that brief, Marbayo developed the campaign’s visual world, corporate mascot, illustrated content, album design and collectible experience.
FROM MASCOT TO COMMUNICATION SYSTEM
A character designed to guide, explain and participate.
The visual evidence shows how the mascot was not treated as a decorative logo. It was structured as a communication asset that could appear consistently across questions, activities and workplace situations.
Messages became illustrated moments
The character moved beyond a static mascot into short visual situations connected to employee knowledge, safety and daily operations.
One personality across many roles
Consistent proportions, wardrobe and attitude allowed the mascot to remain recognizable while adapting to new messages and contexts.
THE CREATIVE SYSTEM
One mascot.
Many points of connection.
The lion became a guide through questions, activities and illustrated workplace scenarios. Football provided the recognizable framework; company-specific knowledge gave the experience purpose.
- 01Corporate mascot development
- 02Illustrated editorial system
- 03Employee learning content
- 04Collectible participation mechanics
- 05Album and page design
- 06Campaign-ready visual assets
REUSABLE POSE & EXPRESSION LIBRARY
LEARNING THROUGH ILLUSTRATION
Operational subjects became visual prompts.
Questions covered safety, maintenance, operations, workplace practices, company values and organizational knowledge. Each spread used short prompts and character-led scenes to make technical subjects approachable.
A COMPLETE BRANDED OBJECT
The experience carried the company from cover to closing page.
The album incorporated brand presence, route context, participating teams, sponsor areas and internal mission-and-values content within a single editorial language.
PARTICIPATION MECHANICS
Album completion
The documented program structure weighted completion of the collectible album as the main participation component.
Workplace performance
Performance and good practices formed the second component of the proposed evaluation system.
Participating areas
Operations, washing, maintenance and administration were incorporated into the experience.
CAPABILITIES DEMONSTRATED
More than an album: a branded engagement platform.
01Character systemA corporate mascot adapted across roles, expressions and educational situations.
02Editorial architectureMultiple subjects organized into a coherent, repeatable page system.
03Gamified communicationCollecting and participation mechanics designed around employee action.
04Culture translated visuallyFootball interest used as a bridge to organizational knowledge.
Project context. The initial interactive employee-engagement concept was proposed by Connexion Móvil’s advertising director. Marbayo developed the visual world, mascot, illustrated content, editorial design and collectible experience. The case is presented as evidence of creative development; no unsupported participation or business-performance outcomes are claimed.
CONTINUE EXPLORING
DISCUSS A PROJECT