Jeeves Character Redesign
Modernizing the iconic Jeeves butler character for a new generation of users while honoring the brand's classic charm.
The challenge
The original Jeeves illustration felt dated and lacked the expressiveness needed for modern digital touchpoints like mobile, social media, and animated UI moments. The brand needed a character system that could scale across contexts.
Refresh the Jeeves character to feel contemporary and expressive while preserving the warmth and wit that made him iconic.
The solution
Character Exploration
Explored dozens of stylistic directions through rapid sketching and mood boarding. Tested character concepts with user focus groups to identify which styles felt most trustworthy, approachable, and memorable.
Modular Illustration System
Built the character on a modular grid so arms, expressions, props, and accessories could be swapped to create new scenes efficiently. Defined a strict color palette and line weight system for consistency.
Animation & Motion
Designed key animation principles for the character — idle loops, reaction moments, and loading states. Collaborated with engineers to implement Lottie animations across the web and mobile experience.
The results
Character system adopted across all brand touchpoints, brand recognition scores improved by 38%, and the illustration library reduced production time for new assets by 65%.