A mascot, a listing overhaul, and a 27% conversion lift
ROLE
Creative Lead
DELIVERABLES
Brand Mascot
Amazon Assets
Video Direction
CLIENT
Grillzilla / Dragonfly
CONTEXT
Standing out in a commodity category
Grill tools are a commodity category on Amazon—identical listings, no personality, nothing to make a shopper pause. Grillzilla needed a visual identity that could cut through. I concepted and designed a brand mascot using AI-assisted ideation, then built it into a full Amazon listing overhaul that drove a 27% increase in conversion rates and 32% increase in monthly revenue.
CHALLENGE
No character, no presence, no reason to stop scrolling
In a crowded, undifferentiated category, standing out on Amazon is mostly a design problem. Grillzilla's listings looked like everyone else's—no character, no visual presence, nothing to stop a scroll. The brand needed a personality.
APPROACH
From Midjourney to production-ready mascot
In 2023, I used Midjourney to rapidly explore mascot concepts and directions before committing to anything—a faster, lower-cost way to pressure-test ideas and get stakeholder alignment early. Once a direction was approved, I refined the output in Photoshop and Illustrator to get something polished and production-ready. The final mascot was then integrated throughout the full PDP and A+ content, creating a cohesive brand-forward shopping experience. A video editor produced the product video from assets and direction I provided.
Using lots of trial and error, and learning more about the prompting process for Midjourney, I was able to experiment with lots of different styles and designs for our mascot. Below is an assortment of characters created, and the prompts I used to achieve them.
Selected Amazon PDP image assets
Selected Amazon A+ Content assets
RESULT
A mascot that moved the needle
After implementing the new mascot and updated listings: conversion rates increased 27% and monthly revenue increased 32%.
A note on process: This project was completed in 2023. With current generative AI workflows, I could produce a more refined, consistent mascot character faster and with greater control—making the refinement work in Photoshop and Illustrator significantly lighter. The strategic thinking behind the approach holds up; the execution would just be faster and cleaner now.