Yarney Character Guidelines

Designed a 61-page character guideline book for Yarney, a mental health awareness mascot developed for Get Covered Illinois and the Illinois Department of Insurance. The project focused on translating the character’s emotional warmth and accessibility into a cohesive visual system through thoughtful editorial design, layout structure, and brand storytelling. Working alongside creative leadership, I led the layout design and visual execution of the guide, developing a methodical and scalable presentation system that outlined Yarney’s tone of voice, visual hierarchy, typography, color usage, photography direction, character applications, and design standards. The book utilized a bold monochromatic orange palette inspired by Yarney’s appearance, paired with clean layouts and abstract yarn-inspired graphic elements to reinforce the character’s identity in a modern and approachable way. The final deliverable served as an official branded guideline document for internal and campaign use by the Illinois Department of Insurance.