Case Study: Jinx & Jawz
A short history of Jinx and Jawz, IUPUI‘s mascots.
First there was Jinx, a nice, round, friendly Jaguar. Jinx was good with community relations, but Jinx didn’t have the game-face and muscular body that the athletic people wanted for their mascot. We got a call.
IUPUI wanted to add to the mascot mix. They wanted to keep keep Jinx as their
friendly, community mascot. They also wanted a more agressive, game face mascot for that more closely matched their logo. We designed a handsome, strong, buff, mascot – Jawz.
Jinx was several years old, and needed to be replaced. The marketing people at IUPUI also wanted Jinx to be updated. Changing the look of a beloved mascot can be tricky, but Jinx did need a little more character and expression and a more current look. We made a few changes, changed the expression,added a few teeth, put on some fun whisker, widened the snout and updated the clothes.
Our goal with this kind of update is to make people think the mascot may have gone to the spa. The mascot looks better, but it’s hard to put a finger on exactly what has changed.
The Jaguars are out amost everyday at the university. Athletics have a couple of Jawz mascots. Campus relations have a couple of sets. They use them almost everyday to greet future students, for alumni functions and community events. One of those community events was the
2012 Superbowl in Indianapolis when Jinx & Jawz Jaguars zipped across town on the zipline.
Jinx and Jawz are popular characters on the campus and in the larger community
Mascots sure get around. And wherever they are, people gather together around the mascot and share stories and information about the mascot and the team, school, product or event they represent.