Animated character

Industry: Business
Design details: Leo the Leaf
Target audience : Plumbers, small builders, installers, one man band installation companies.
Purpose : To be the ‘human’ face of UFTS website, e-shots all mass communications.
Service, price, delivery :
Service : Expertise and service is our USP.
Price : we are competitive but not always the cheapest.
Delivery : Expected – little praise when achieved but criticized when not.
Basic character : Knowledgeable assistant, ever helpful, has fitted UFH before and wants to use his expertise to help you choose the best solutions (technical expertise is a USP of UFTS). He is reliable, straightforward and honest.
Main characteristics : Leo puts quality first and is also price conscious, helpful, approachable, ‘can do’ attitude, knows UFH inside out but will defer to others on other topics (flatter the user by not encroaching on their expertise). Can install UFH and is not afraid to get his hands dirty. He is an adventurist with his ‘can do’ attitude and mission to make sure that you always get the best deal – his adventures can also be related in his e-shot column eg. B&Q car park adventures – provocatively telling customers they can buy direct from UFTS etc.
Mode of transport : Flies around on currents of warm air, could have flying goggles ‘fly like Leo’.
Clothing : Could have a UFTS polo shirt (smart, professional but informal – just like Leo), the shirt could contain latest offers, slogans or he could have a ‘Leo looks on retrofit week’ etc.
Roles :
• Appear on front page of website advising of special offers.
• Introduce new offers.
• Leo could run a star (leaf) system for comparison of products or to demonstrate top selling items – eg. Leo gives this five leaves based on guarantee, manufactured materials stainless steel etc. ‘Do it like Leo’
• Branding on e-shots, ‘Leo’s latest ...’ column.
• Leo could run the FAQ page - provider of advice and guidance.
• Branding for the Zopim account ‘ask Leo’ ‘ Link up with Leo’ when it is turned off he could be attending an exhibition etc. (which can be related via the next e-shot or included on Twitter account).
• Twitter account holder.
Leo should provide tips and advice but where detailed technical advice is sought, these should be dealt with by the team to establish proper human interface from the beginning.
Leo will always represent UFTS, culture, values, expertise (USP).
Beliefs : The fantastic benefits of underfloor heating and helping you choose the best and most cost effective system for your project.
Desires : To be on your side, helping you install the best system, make the best choices for you, offer guidance.
Likes : to get value for money, loves to help, loves his job, seeing a job well done, trees.
Dislikes : Shoddy products, bad workmanship, late deliveries, dogs
Target audience: Plumbers
Ideas for the visual style: Toy Story, Powder puff cats
Things to avoid: Flash
Extra notes: Technical data
All digital files and material to be supplied to us.
Creation software packages to be advised and discussed with us.
Vector files (preferably Illustrator) to be supplied for the drawings.
Animated sequences should be supplied in HTML5 format. No Flash.