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BRAND IP SYSTEM

Lion Parcel LIOLIO Brand System

Gave a logistics brand a character system built to carry campaigns, not just a logo

“A brand IP system that replaced a paid ambassador, hit 437% of its impression target, and rolled out to 90% of retail locations”

Scope of Work
Brand IP Recognition SystemKey Visual Marketing ActivityMotion Design
Teammate
Brand ManagerMarketing TeamJunior Designer
Role
Brand Creative Executive
Time
02 2025 - 12 2025
01

The Setup

Lion Parcel

02

The Ask

Build an in-house brand character, persona through production pipeline, that could stand in for a celebrity ambassador across digital, retail, and campaign touchpoints, at a fraction of the cost.

03

The Move

  • Gave LIOLIO a “Progressive Jester” persona, so every appearance felt like a character with opinions, not a mascot reading a script.
  • Partnered with 3D studio Giraffic to build a modular rig (interchangeable faces, gestures, outfits) so a new expression never meant starting from zero.
  • Skipped the full 3D-rendering budget: used GPT image to sketch live-action environments, then hand-composited LIOLIO into real photographs. An AI-to-digital-imaging shortcut that grounded the character in ordinary office and personal-life scenes for a fraction of production cost.
  • Took LIOLIO everywhere at once: periodical promos, product launches, partner acquisition, and for the 5.5 campaign, a full slate of motion video ads across 8 touchpoints on a 5-day turnaround.
  • Took LIOLIO physical too: a tactical retail design system standardizing layouts across store sizes, plus a training video for the field team, so the digital polish survived contact with an actual storefront.
Key Visuals — Plate 01 / 07
LIOLIO campaign — key visual 4/4
LIOLIO campaign — key visual 1/4
LIOLIO campaign — key visual 2/4
LIOLIO campaign — key visual 3/4
LIOLIO campaign — key visual 4/4
LIOLIO campaign — key visual 1/4
Key Visuals — Plate 02 / 07
LIOLIO campaign — key visual 5/5
LIOLIO campaign — key visual 1/5
LIOLIO campaign — key visual 2/5
LIOLIO campaign — key visual 3/5
LIOLIO campaign — key visual 4/5
LIOLIO campaign — key visual 5/5
LIOLIO campaign — key visual 1/5
System & Touchpoints — Plate 03 / 07
LIOLIO character system spread
LIOLIO retail mockup
LIOLIO on MRT Digital Imaging
LIOLIO brand application
LIOLIO packaging mockup
LIOLIO out-of-home visual
Campaign Activity — Plate 04 / 07
Lion Parcel LIOLIO Brand System, Key Visual Branding Collaterals 10/10
LIOLIO campaign activity — key visual 1/10
LIOLIO campaign activity — key visual 2/10
LIOLIO campaign activity — key visual 3/10
LIOLIO campaign activity — key visual 4/10
LIOLIO campaign activity — key visual 5/10
LIOLIO campaign activity — key visual 6/10
LIOLIO campaign activity — key visual 7/10
LIOLIO campaign activity — key visual 8/10
LIOLIO campaign activity — key visual 9/10
Lion Parcel LIOLIO Brand System, Key Visual Branding Collaterals 10/10
LIOLIO campaign activity — key visual 1/10
Motion — Plate 05 / 07

LIOLIO motion reel 01

Photo Documentation — Plate 06 / 07
LIOLIO photo documentation — key visual 6/6
LIOLIO photo documentation — key visual 1/6
LIOLIO photo documentation — key visual 2/6
LIOLIO photo documentation — key visual 3/6
LIOLIO photo documentation — key visual 4/6
LIOLIO photo documentation — key visual 5/6
LIOLIO photo documentation — key visual 6/6
LIOLIO photo documentation — key visual 1/6
Motion — Plate 07 / 07

LIOLIO motion reel 02

04
Quantifiable Results

The Numbers

437%Target impressions on Meta ads
451%Cost efficiency vs. celebrity campaign
10,746New customers from 5.5 campaign alone
90%Retail locations nationwide

A reusable library of 60+ creative assets, 15+ mockups, 25+ editorial photos, and a 3D rig ready for future use

05

The Bigger Picture

LIOLIO works because Lion Parcel stopped renting warmth and started owning it. Same emotional lift as a celebrity endorsement, none of the renewal fees, and a character that scales down to a receipt sticker as easily as it scales up to a billboard.

Closing Insight
Got a brand personality that's still on someone else's payroll? Let's build the one you actually own.
See Lion Parcel presence here:
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