/ PROBLEM In a crowded field of architectural firms, Turtle Roof Studio risked blending into a sea of sameness—where every brand felt polished but distant. The market was full of serious, technical voices, leaving little room for genuine human connection. / OUR APPROACH Through a close look at the competitive landscape, we discovered an overlooked truth: while precision and expertise were everywhere, emotion was nowhere. We set out to change that. Drawing on the studio’s passion for creating spaces that inspire feeling, we introduced a vibrant, expressive mascot—a character that captured warmth, imagination, and approachability. This fresh visual language softened the brand’s edges and invited people in. By making emotion central to the identity, we helped Turtle Roof Studio stand apart as more than architects—they became storytellers of space, building environments that resonate on a deeply human level.