I designed Doni as a corporate mascot project for Decathlon, focusing on the company’s core values of vitality, authenticity, innovation, and sports accessibility for everyone. The goal was to build a friendly, active character that connects with all types of everyday athletes and highlights the joy of staying in motion.

The character’s development started with conceptual sketches exploring round, teardrop shapes directly inspired by the curves of the Decathlon brand logo. Doni is a 29-year-old gender-neutral being from a highly active, positive alien species called the Thloni. To keep the character down-to-earth and relatable, Doni’s backstory is simple and humorous: they are currently unemployed, live in their mom’s basement, and love trying out new sports to find their true calling and inspire others to get moving under the slogan «¡Actívate!».

The visual identity manual includes a complete technical breakdown, from colorimetry and a grayscale sheet to a model turnaround, emotional expressions, active poses, and a silhouette test. I used a core palette of vibrant blues paired with stark black and white to ensure the character remains easily recognizable across different mediums. Finally, I designed real-world applications for the mascot, showing how Doni functions as an interactive shopping helper on the Decathlon website, a fun addition to social media campaigns, and a graphic element on physical products like water bottles.