Beep is a digital wallet platform from Mongolia that offers fast and convenient financial services, including payments, transfers, and microloans, all through a tech-forward and user-centric experience. As part of the brand’s visual evolution, I was invited by the brand team to develop their mascot project to embody Beep’s core values through a figurative, dynamic, and emotionally engaging character. If you want to see the whole branding development project, click here.
Inspired by the brand’s name and its association with fast operations, the mascot takes the form of a robotic cheetah — merging the elegance, power, and agility of the animal with a futuristic design that expresses innovation and digital fluency. With an anthropomorphic and expressive approach, the character was designed to appear across Beep’s communication ecosystem: from social media and advertising to promotional materials and animations.
The mascot’s form was developed in dialogue with the brand’s visual language. The curves and proportions echo the fluidity and rounded shapes found in the logo and graphic system, reinforcing continuity across touchpoints. The color palette follows Beep’s vibrant scheme, while the character’s internal elements — such as the eyes, face display, and holographic features — act as visual bridges to the interface and tech-forward personality of the platform. The construction balances sharp angles (to evoke precision and speed) with soft contours (to maintain friendliness and accessibility), creating a flexible figure that adapts to various tones and scenarios.
The mascot is supported by a complete design guide that allows it to be rebuilt from scratch with precision. It includes detailed construction grids, proportions, color specifications, facial expressions, movement references, and adaptable elements — ensuring consistency and flexibility across all brand applications.
Through dynamic poses, expressive animations, and interactive gadgets (such as turbo mode, holographic displays, and sound-reactive elements), the mascot conveys speed, energy, and modernity, while maintaining an approachable and cheerful tone. Motion design references, like the smear effect, further enhance the sense of agility and flow — key traits in Beep’s brand DNA.
