{"id":2376,"date":"2026-07-03T15:03:00","date_gmt":"2026-07-03T14:03:00","guid":{"rendered":"https:\/\/pknjuma.cluster129.hosting.ovh.net\/?p=2376"},"modified":"2026-07-03T15:15:29","modified_gmt":"2026-07-03T14:15:29","slug":"character-design-marques-tech","status":"publish","type":"post","link":"https:\/\/clemencethune.fr\/fr\/character-design-marques-tech\/","title":{"rendered":"Character Design : Pourquoi les marques tech misent sur les personnages ?"},"content":{"rendered":"

Le studio Buck, r\u00e9f\u00e9rence mondiale en design et animation, l'a confirm\u00e9 en d\u00e9but d'ann\u00e9e dans ses pr\u00e9dictions 2026<\/a>: \u201cLes entreprises placent d\u00e9sormais les personnages au c\u0153ur de leur identit\u00e9 de marque, en faisant l\u2019ancrage \u00e9motionnel des syst\u00e8mes modernes : flexibles, expressifs et m\u00e9morables.\u201d<\/p>\n\n\n\n

Les marques ont toujours vendu de l\u2019\u00e9motion. Apple vend un mode de vie, une forme de d\u00e9contraction minimaliste et design, avant de vendre des ordinateurs. Nike promeut le d\u00e9passement de soi,\u2026via la chaussure. Ce qui change aujourd\u2019hui, c\u2019est la difficult\u00e9 \u00e0 \u00e9merger.<\/strong>.<\/p>\n\n\n\n

Avec la multiplication des services num\u00e9riques (apps, plateformes SaaS, assistants IA, outils en ligne) l\u2019univers tech est devenu un oc\u00e9an de solutions qui se distinguent peu les unes des autres et qui sont per\u00e7ues comme froides, complexes, d\u00e9sincarn\u00e9es. Comment cr\u00e9er de la proximit\u00e9 quand le produit est immat\u00e9riel ? Comment se distinguer quand tous les concurrents utilisent les m\u00eames codes visuels aseptis\u00e9s ?<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

C\u2019est l\u00e0 que le character design devient strat\u00e9gique. Depuis plus de 10 ans, je cr\u00e9e des univers visuels pour des marques comme Google, Adobe, AirBnb ou Zoho. Et je peux observer que les marques tech qui r\u00e9ussissent \u00e0 cr\u00e9er du lien avec leur audience incarnent leurs services, les rendent accessibles, et racontent des histoires incarn\u00e9es plut\u00f4t que des listes de fonctionnalit\u00e9s.<\/p>\n\n\n\n

Et la tendance s\u2019acc\u00e9l\u00e8re : Apple, Mozilla, et le retour des personnages de marque<\/h2>\n\n\n\n

En mars 2026, deux g\u00e9ants de la tech ont illustr\u00e9 cette tendance de fa\u00e7on spectaculaire.<\/p>\n\n\n\n

Mozilla a officiellement lanc\u00e9 \u201cKit\u201d, la nouvelle mascotte de Firefox<\/a>. Cr\u00e9\u00e9e avec l\u2019agence JKR<\/a> et l\u2019illustrateur Marco Palmieri<\/a>, Kit incarne \u201cun nouveau compagnon pour un internet priv\u00e9 et ouvert\u201d. Pas de bouche (pour \u00e9viter l\u2019effet \u201cmascotte bavarde\u201d), l\u2019expression passe par les yeux, la posture et la queue. Kit appara\u00eet d\u00e9sormais dans le navigateur, les campagnes, et potentiellement en merchandising. C\u2019est une mascotte de marque long terme : pens\u00e9e pour durer, en syst\u00e8me et d\u00e9ploy\u00e9e partout o\u00f9 Firefox vit.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Apple, de son c\u00f4t\u00e9, a jou\u00e9 une autre partition. Pour le lancement du MacBook Neo (le MacBook le plus accessible, visant la Gen Z), Apple a int\u00e9gr\u00e9 une version 3D anim\u00e9e de l\u2019ic\u00f4ne Finder dans sa campagne TikTok. Le personnage n\u2019a jamais re\u00e7u de nom officiel, ce sont les internautes qui l\u2019ont baptis\u00e9 \u201cLil\u2019 Finder Guy\u201d. En quelques jours, il \u00e9tait partout : fanarts, mod\u00e8les 3D, m\u00e8mes. Apple n\u2019a pas cr\u00e9\u00e9 une mascotte. Elle a cr\u00e9\u00e9 une ouverture et la communaut\u00e9 a fait le reste. C\u2019est une mascotte de campagne virale : un personnage pens\u00e9 pour capter l\u2019attention, vite et fort<\/strong>.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Le point commun ? Dans les deux cas, les personnages ont cr\u00e9\u00e9 de l\u2019engagement. Massivement<\/strong>. Et c\u2019est exactement le nerf de la guerre en communication : dans un flux infini de contenus g\u00e9n\u00e9riques, ce qui est incarn\u00e9, m\u00e9morable, attachant \u00e9merge. Les personnages cr\u00e9ent ce qu\u2019aucun logo \u00e9pur\u00e9 ou d\u00e9grad\u00e9 pastel ne peut offrir : de l\u2019empathie, de la reconnaissance imm\u00e9diate, et l\u2019envie de partager.<\/p>\n\n\n\n

Pourquoi l\u2019univers tech a un besoin particulier d\u2019humanisation<\/h2>\n\n\n\n

Les entreprises technologiques font face \u00e0 un paradoxe : leurs produits sont partout dans nos vies, mais restent abstraits et intangibles. Une app de gestion de projet, une plateforme de collaboration, un assistant IA\u2026 Comment cr\u00e9er de la proximit\u00e9 et de la confiance avec quelque chose qu\u2019on ne voit pas et qu\u2019on ne touche pas ?<\/p>\n\n\n\n

\u00c0 cela s\u2019ajoute un autre probl\u00e8me : l\u2019uniformisation visuelle. Combien de logos tech utilisent la m\u00eame typo sans-serif \u00e9pur\u00e9e, les m\u00eames d\u00e9grad\u00e9s fluo, les m\u00eames interfaces minimalistes ? Dans ce contexte, se distinguer n\u2019est plus une option.<\/p>\n\n\n\n

C\u2019est pr\u00e9cis\u00e9ment l\u00e0 que le character design intervient comme un pont \u00e9motionnel entre la marque et ses utilisateurs. Comme le souligne Gosha Kuznetsov<\/a>, Directeur Cr\u00e9atif chez Buck : \u201cLes mascottes v\u00e9hiculent l\u2019\u00e9nergie et les valeurs d\u2019une marque, tout en permettant \u00e0 chacun de se les r\u00e9approprier \u00e0 sa fa\u00e7on.\u201d<\/p>\n\n\n\n

Un personnage bien con\u00e7u est un moyen d\u2019incarner un service, de le rendre accessible, m\u00e9morable, diff\u00e9renciant. Il cr\u00e9e l\u2019identification, la r\u00e9assurance, l\u2019engagement que l\u2019abstraction ne peut pas offrir.<\/p>\n\n\n\n

Character design en action : cas clients<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Google Pixel – Made You Look<\/h3>\n\n\n\n

Pour cette campagne Google Pixel<\/a>, j\u2019ai cr\u00e9\u00e9 des personnages. Un chat dans un aquarium, une \u00e9toile de mer, des cr\u00e9atures dr\u00f4les et m\u00e9morables qui \u201canimalisent\u201d la tech avec humour et fra\u00eecheur. L\u2019objectif : rendre la technologie du dernier Smartphone Google Pixel ludique et accessible.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Zoho - Campagne France<\/h3>\n\n\n\n

Des personnages au centre<\/a> , dans leur environnement professionnel, utilisant les outils Zoho. Des personnages divers, en action, qui incarnent les utilisateurs r\u00e9els de la plateforme. L\u2019illustration narrative minimaliste et l\u00e9g\u00e8re au service d\u2019une solution B2B complexe.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Yohana – The Art of Balance<\/h3>\n\n\n\n

Des personnages multiples, des activit\u00e9s vari\u00e9es<\/a>, un univers visuel chaleureux qui humanise un service de conciergerie premium. Chaque illustration raconte une histoire : la vie quotidienne, les d\u00e9fis, l\u2019\u00e9quilibre recherch\u00e9.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Access42 - Ally, Guide Cosmique<\/h3>\n\n\n\n

Une mascotte d\u00e9di\u00e9e \u00e0 l\u2019accessibilit\u00e9 num\u00e9rique. Ally incarne la bienveillance, la p\u00e9dagogie, l\u2019accompagnement dans un domaine technique. Un personnage unique qui devient l\u2019ambassadeur d\u2019une mission essentielle.<\/p>\n\n\n\n

Ma m\u00e9thodologie : du brief aux personnages<\/h2>\n\n\n\n

1. Comprendre l\u2019ADN de la marque<\/h3>\n\n\n\n

Avant de dessiner, je pose des questions : Quelles sont les valeurs port\u00e9es par la marque ? Quelle est votre audience ? Quelle \u00e9motion souhaitez-vous susciter ? Les r\u00e9ponses \u00e0 ces questions contribuent \u00e0 poser les bases du character design.<\/p>\n\n\n\n

2. Incarner le mouvement et le dynamisme<\/h3>\n\n\n\n

Mon approche cr\u00e9ative : chercher l\u2019amusement, le mouvement, le dynamisme, une forme d\u2019aisance, de d\u00e9contraction et de joie. Mon style s\u2019\u00e9panouit dans l\u2019action et l\u2019\u00e9nergie, exactement ce dont les marques tech ont besoin pour contrebalancer leur image statique.<\/p>\n\n\n\n

3. Cr\u00e9er des personnages inclusifs et authentiques<\/h3>\n\n\n\n

L\u2019inclusivit\u00e9 est une responsabilit\u00e9 cr\u00e9ative. Morphologies vari\u00e9es, couleurs de peau multiples, capacit\u00e9s diff\u00e9rentes, genres pluriels. Un syst\u00e8me de personnages r\u00e9ussi refl\u00e8te la diversit\u00e9 r\u00e9elle du monde dans lequel nous vivons et permet \u00e0 chacun de s\u2019identifier.<\/p>\n\n\n\n

4. Penser en syst\u00e8me \u00e9volutif<\/h3>\n\n\n\n

Je con\u00e7ois des biblioth\u00e8ques de poses, d\u2019expressions, d\u2019\u00e9motions. Je pense aux contextes multiples : r\u00e9seaux sociaux, interfaces UI, campagnes publicitaires, animations. Les personnages doivent \u00eatre suffisamment flexibles pour vivre sur plusieurs supports tout en restant reconnaissables.<\/p>\n\n\n\n

Character Design vs Mascotte : Quelle Diff\u00e9rence ?<\/h2>\n\n\n\n

Une mascotte est g\u00e9n\u00e9ralement un personnage unique, ambassadeur de la marque (comme Ally pour Access42, ou Kit pour Firefox).<\/p>\n\n\n\n

Le character design est plus vaste : c\u2019est la cr\u00e9ation d\u2019un univers de personnages, d\u2019un langage visuel personnifi\u00e9. Ces personnages peuvent \u00eatre r\u00e9currents ou ponctuels, mais ils servent tous \u00e0 humaniser les messages de la marque (comme les illustrations Yohana ou Zoho).<\/p>\n\n\n\n

Dans mes projets pour des entreprises tech, je cr\u00e9e rarement UNE mascotte. Je con\u00e7ois des syst\u00e8mes de personnages qui permettent de raconter des histoires vari\u00e9es selon les besoins.<\/p>\n\n\n\n

Se distinguer, cr\u00e9er de la proximit\u00e9, incarner son service : voil\u00e0 pourquoi les marques tech misent sur les personnages en 2026.<\/p>\n\n\n\n

Mais un personnage ne vit pas que dans les campagnes pub. Il doit habiter toute l\u2019exp\u00e9rience de marque, notamment dans les interfaces et les parcours utilisateurs.<\/p>\n\n\n\n

C\u2019est ce que j\u2019explorerai le mois prochain avec l\u2019illustration UI au service de l\u2019exp\u00e9rience utilisateur.<\/p>\n\n\n\n

En attendant, sentez vous libre de partager ce post autour de vous !<\/p>","protected":false},"excerpt":{"rendered":"

Kit (Firefox), Lil’ Finder Guy (Apple): In 2026, characters are at the heart of tech brand strategies. Analysis and case studies by Clemence Thune.<\/p>","protected":false},"author":1,"featured_media":2385,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2376","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\nCharacter Design: Why Are Tech Brands Relying on Characters? - Cl\u00e9mence Thune<\/title>\n<meta name=\"description\" content=\"Kit (Firefox), Lil' Finder Guy (Apple): In 2026, characters are at the heart of tech brand strategies. 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