Seems like the teddy from our childhood has grown up to become Bob, with his own character arc.
The Yin Yang in Bob represents his dual nature: outside, he's fully involved with the world around him, and inside, he's totally unbothered by the world outside.
Bright green is Bob's aura - infused in him by the fireflies from his childhood - guiding him from within, so nothing outside bothers him. Bob does what he wants, and yet he stays unbothered by people's opinions or judgements. He loves to mind his own business without letting anyone intervene.
The world of Bob has its own fashion, merch, food, and culture which he presents with a deadpan, unbothered expression.
Bob welcomes everyone to be a part of his circle and experience a community where everyone celebrates life together - but the only condition for members is: 'Stay UNBOTHERED'.
Designed the landing page for Smug — an AI support agent that resolves tickets, knows exactly when to escalate to a human, and has zero interest in pretending otherwise.
Most AI support tools go the humble, over-apologetic route. Smug does the opposite — the whole brand is built around a smug little cat mascot and copy like "Handled it. You're welcome." It's a genuinely fun brief: figuring out how to make confidence read as charming instead of obnoxious.
Bold electric blue and orange instead of the usual muted SaaS palette, because a product this confident shouldn't look shy about it. 💙