Fux, mobilcom’s digital brand character, in a campaign visual
Real client case · mobilcom

A brand character that makes your advertising recognisable.

mobilcom wanted advertising that people recognise instantly. We developed Fux – a fox who now appears throughout every campaign: in the feed, on WhatsApp, on screens, in videos and on posters.

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The starting point

Your content has long been visible. That alone doesn’t make it memorable.

Many SMEs post, advertise and produce content regularly – and are still mixed up with others. Without a recurring signal, every campaign starts from scratch.

Every campaign looks different

New style, new imagery, new tone. Your customers don’t recognise the sender at first glance.

No face for the brand

People flick past logos. A character creates closeness – people recognise it like someone they know.

Every visual starts from scratch

Without a system, every campaign needs new ideas, new drafts and new rounds of sign-off.

Big brands are louder

In a local market, it’s not the biggest budget that wins, but the most familiar presence.

The process

From the first sketch to a campaign system.

Four steps in which you have a say. The result is not a single idea but a system that carries every future campaign.

  1. Develop directions

    We design several characters with different personalities – as a genuine choice, not as a token gesture.

  2. Choose favourites

    You compare the drafts side by side and choose what suits your brand and target audience.

  3. Define the character

    Look, personality and rules of use are set out in the Character Board.

  4. Roll out campaigns

    The character keeps generating new visuals: social media, WhatsApp, screens, video, posters.

The mobilcom case

How mobilcom found Fux.

It started with twelve visual directions. Three characters made the shortlist. One became the face of the brand.
The selection

Twelve directions at a glance

Instead of a single idea, mobilcom got real alternatives: twelve characters with different personalities, directly comparable. This leads to an informed decision – not a gut feeling.

The selection round: twelve visual directions compared side by side.
The selection

Three characters, three directions

Eleona, Simon or Fux? Each character would have worked – but only one fits the brand, the target audience and the tone.

Eleona
The approachable one – personal and advisory
The choice
Fux
The distinctive one – friendly and unmistakable
Simon
The serious one – direct and service-oriented
The choice was Fux: distinctive enough to stick in the mind – friendly enough for any message.
The Character Board: the binding basis for all further visuals.
The selection

A board provides a definitive reference for the character

The Character Board sets out what Fux looks like, how he behaves and where he is used. This keeps the character consistent – no matter who designs the next campaign.

The result

One character. Countless appearances.

Advice, technology, accessories or switching devices: the topic changes, Fux stays. That is how recognition builds – visual by visual.
Swipe, use the arrows or click on a visual.
In real life

The same character, visible far beyond the feed.

Whether on WhatsApp, a poster, a vehicle or a City Light: Fux remains the familiar sender, even when the format changes.
Direct contact
WhatsApp campaign for the holidays
Direct customer contact (original campaign in German)
Seasonal campaign (original campaign in German)
City Light poster (original campaign in German)
In the local area
Poster in the local area (original campaign in German)
Vehicle livery (original campaign in German)
Moving image

Your brand gets moving.

A brand character doesn’t stop at still images. For stories, reels and in-store screens, Fux is animated – with the same visual style as every poster.
Video: mobilcom giving personal advice (original campaign in German). Clicking play starts the video with sound.
More short brand moments
Portrait format for stories and reels
Camera: a short brand moment for social media.
Android tips: practical advice as a short clip.
Tips: the same character, a clear new message.
Square format for feed and shop
Fux on the go: a short brand moment for social media.
Local presence: the character also works outside the feed.
Promotion format: the same character, a clear new message.
Services and packages

Choose images, videos or a custom combination.

Images, short videos or a custom combination: you decide the monthly scope. We state the price in our quote. Your brand character ensures a consistent presence in every package.
One-off

Your brand character is created

Together, we define the character’s look, clothing, colours, poses and gestures. This gives you a consistent character that makes your brand recognisable over the long term.
no monthly subscription
Have your character developed
Monthly

Your character is used on an ongoing basis

You choose images, videos or a custom combination. We use your existing character for current products, offers and topics.
Choose flexibly each month
View monthly packages
Monthly image subscription

Images Light

Character development not included
Every month, you receive 5 finished images for one product, offer or communication topic.
  • 5 ready-to-use images with your brand character
  • For 1 product, 1 offer or 1 communication topic
  • 5 different situations and messages
  • 2 rounds of revisions for the entire monthly delivery
  • Final PNG and JPG files
Request Images Light
Recommended
Monthly image subscription

Images Plus

Character development not included
Every month, you receive 8 finished images, spread across up to two products, offers or topics.
  • 8 ready-to-use images with your brand character
  • For up to 2 products, offers or communication topics
  • Different situations, backgrounds and messages
  • 2 rounds of revisions for the entire monthly delivery
  • Final PNG and JPG files
Request Images Plus
Monthly image subscription

Images Premium

Character development not included
Every month, you receive 12 finished images for up to three products, offers or topics.
  • 12 ready-to-use images with your brand character
  • For up to 3 products, offers or communication topics
  • Joint monthly topic planning
  • 2 rounds of revisions for the entire monthly delivery
  • Final PNG and JPG files
Request Images Premium

Image packages compared

Monthly serviceLightPlusPremium
Finished images5812
Products, offers or communication topics1up to 2up to 3
Rounds of revisions per monthly delivery222
Final filesPNG, JPGPNG, JPGPNG, JPG

Video packages compared

Monthly serviceLightPlusPremium
Finished short videos246
Maximum length per video10 sec.10 sec.10 sec.
Idea, short script and voice-over✓✓✓
Rounds of revisions per monthly delivery222
Final filesMP4MP4MP4
Developing your brand character is charged once and can be booked independently of a monthly subscription. All monthly packages require a brand character that has already been developed. We state the price in our quote as soon as scope and frequency are clear.
Why it works

Recognition is no accident. It’s a system.

People remember brands they encounter through clear, recurring signals. A character is the strongest of these.

A clear signal

A character stands out more than a logo and is more personal than a slogan. It makes the sender clear at a glance.

Consistent repetition

Every visual uses the same features. Every campaign builds on the same foundation of trust.

A system instead of one-off ideas

New message? The character is ready. So every campaign starts halfway there instead of from scratch.

FAQ

Frequently asked questions about the digital brand character.

What is a digital advertising character?

A recognisable brand character that accompanies your campaigns as a familiar sender – across social media, WhatsApp, screens, video and posters.

What is a Character Board?

The binding basis for the character: look, proportions, expression and rules of use. It ensures the character stays the same in every campaign.

How is the character created?

In four steps in which you have a say. First, you choose from several character directions. Then the Character Board is defined. After that, the campaign visuals are created.

Which channels is the character suitable for?

Visuals are created for social media, WhatsApp, screens, video and posters – from one system, not as one-off ideas. This way, new messages start halfway there instead of from scratch.

How do we start?

With an introductory call: we outline what a digital character could look like for your business and which campaigns could come out of it.

Your question isn’t listed?

Send us a short message – we’ll give you a specific answer, without obligation.

Get in touch
Next step

Your own brand character starts with a conversation.

In the introductory call, we outline what a digital character could look like for your business – and which campaigns could come out of it.
  • Several character directions to genuinely choose from
  • A Character Board as the binding basis
  • Visuals for social media, WhatsApp, screens, video and posters
  • A presence your customers recognise instantly
Request an introductory call
Fux waving goodbye
Fux, mobilcom’s digital brand character.