Insomniac
World-building / Character Design
Building a cast of characters to bring the Insomniac world to life.
Insomniac's festivals bring together music, art, fashion, and community at massive scale. The challenge was translating that energy into a character system that could express the brand's spirit while celebrating the diversity of its audience.
We developed a cast of 30 characters, each representing different personalities, styles, and emotions found within the Headliner community. Rather than decorative mascots, each character had a backstory and a purpose, creating a playful but meaningful way to reflect the brand's values of joy, inclusivity, and self-expression.
The system was built to live beyond illustration. A dedicated digital experience let fans meet each character individually, explore their stories, and find the ones they connected with most. A GIF sticker pack extended the characters into social, and a comprehensive brand toolkit made them adaptable across future events, artists, and cities.
Client: Insomniac
Agency: Hello Design
Role: Creative Direction, Character Design