The Making of botIBI: 2D Character Design
IBI Group’s Senior Graphic Designer, Linden Laserna, shares the design rationale and challenges when visualizing the emotions and expressions for the firm’s new brand persona, botIBI.
Linden is a Senior Graphic Designer working on the corporate Marketing & Communications team at IBI Group’s Toronto headquarters. He specializes in the conceptualization and design of branded content under the direction of the Manager, Brand and Creative Strategy. Linden recently completed the design of IBI’s Urban Illustration Library, a key brand resource that enables the firm’s graphic designers to create vibrant, IBI-styled illustrations that support marketing materials, and is responsible for visualizing the emotions and expressions of botIBI – IBI’s new brand persona – in 2D form. Additionally, Linden is part of the IBI Newsroom Design Team that creates content for social media channels. Linden has been with the firm for ten years, originally supporting the Canada East Business Development regional team before taking on a corporate role. He is known for his technical expertise and wide range of skills and holds a Bachelor of Design, with Distinction, from OCAD University in Toronto.