BERLINO – From Mascot to Superstar
For the 2009 IAAF World Championships in Berlin, I created Berlino the Bear – a mascot designed to embody the energy of the event and the spirit of Berlin, whose symbol has been the bear since the 13th century.
Through a holistic design process – from research and character development to branding and merchandising – Berlino was crafted to engage both athletes and fans. His lively presence on and off the track, including dancing, celebrating with medalists, and even befriending Usain Bolt, made him an instant sensation.
The Guardian named him “the best mascot of the year”, YouTube clips of his antics reached over 400,000 views, and his teddy bear merchandise sold out. Berlino didn’t just support the event – he became its unforgettable face.
Berlino the Bear at the 2009 IAAF World Championships // Photo courtesy of the IAAF World Championships
Berlino the Bear at the 2009 IAAF World Championships // Photo courtesy of the IAAF World Championships
Berlino the Bear at the 2009 IAAF World Championships // Photo courtesy of the IAAF World Championships
Berlino the Bear at the 2009 IAAF World Championships // Photo courtesy of the IAAF World Championships
Creative Direction
Mascot Design
Development