My role

I led the visual development of the identity and produced the assets that put it into use. My work connected the mascot, illustration style and motion with the practical needs of the website, product and communications.

The brief

Turtle’s proposition centered on autonomy, fair collaboration and the freedom to work remotely. The identity needed to express those ideas in a way that felt approachable to developers and could work across many different formats.

Visual direction

I used rounded forms, spacious compositions and a soft palette to establish a calm visual tone. These choices provided a consistent foundation for everything from small interface assets to larger illustrated scenes.

Character and world

I developed Cody from early sketches into the central character of the identity. His design needed enough personality to carry a scene and enough flexibility to work in product illustrations, animation and marketing.

The space setting gave “Work from anywhere” a visual expression while also suggesting remoteness and deep focus. Cody’s name added a subtle reference to the developer audience.

Putting it to work

I extended the identity across the website, dashboard UI, blog visuals, pitch decks and physical materials. Reusable elements helped connect the applications while allowing each composition to serve its own purpose.

Across the site, recurring character cues and illustrations linked the product experience back to the wider identity.

Explaining the product

I developed illustrations and visual metaphors for onboarding, articles and presentations. These applied the identity to a different task: explaining how the platform and its approach to work functioned.

Physical applications

T-shirts, laptop stickers and event materials extended the same visual language into physical objects.

Delivered

A connected identity across character design, illustration, icons, motion, web and collateral. The result was a body of assets that could work together across the product and its communications.

What the project shows

My responsibility extended from establishing the visual direction to working through its applications. The central design task was making one idea adaptable enough to support many different needs.