Wheels of Chicago

Wheels of Chicago is a small used car dealership in Chicago, IL that was established in 1984. They pride themselves on serving over 500,000 customers throughout the Chicago area.
They are the largest Buy Here Pay Here pre-owned dealer in Chicago that is entirely family owned and operated.

They specialize in auto loans for good credit, bad credit, no credit, and other financial situations.
Additionally, they strive to be an active part of their Chicago community through hosting events with the belief that everyone deserves a car.

When I first joined the Wheels of Chicago team, I was tasked with updating their essential car mascot, Don Carrito. The evolution of the mascot is seen to the right. The company had moved away from the original flat design and had been using the center mascot when I joined their team.

The Problem:
The original mascot was too flat and one dimensional, so the business had moved away from it and created their second version. My issues with the second version were that it was too realistic, hindering it from being adaptable to digital media as well as giving him varying expressions.

The Opportunity:
The current mascot was created to blend the previous realistic elements with something more playful and graphic that stayed true to the company’s brand guidelines. This current Don Carrito can be easily adaptable and molded to fit all digital and print media as seen below.