Client: SKP / Baron & Baron

For SKP’s Kids Day in Beijing, I created a family of odd but friendly characters set within a soft play inspired world. The goal was simple: build a space where anything goes and let kids experience the joy of pure imagination.

The characters appeared across the entire campaign, from twenty metre hoardings to mascot costumes, giant model figures and cakes. The result was a playful, immersive environment that pulled visitors in and made the mall feel alive.

Character considerations

Every character is created with its audience in mind. For younger children, simplicity is key.

Bold shapes, bright colours and clear expressions make each design fun, friendly and easy to connect with, while still carrying personality and charm.