EMPLOYEE ENGAGEMENT · CLIENT PROJECT

Turning company knowledge into an illustrated participation system.

For Connexion Móvil, a Bogotá public-transport operator, Marbayo developed a mascot-led album that connected football culture with employee learning, workplace practices and internal participation.

Cover of the illustrated Connexion Móvil employee engagement album

BOGOTÁ · 2015

CLIENTConnexion Móvil

CONTEXTInternal communications

FORMATIllustrated collectible album

CREATIVE LEADMartin Bayona Pineda · Marbayo Productions

THE OPPORTUNITY

A cultural moment became a reason to learn, participate and connect.

Connexion Móvil’s advertising director proposed an interactive initiative for employees around the 2015 South American football tournament. The opportunity was not simply to decorate a campaign: it was to make operational knowledge and company values more engaging across a varied workforce.

Following that brief, Marbayo developed the campaign’s visual world, corporate mascot, illustrated content, album design and collectible experience.

Album rules and an illustrated employee-learning page

THE CREATIVE SYSTEM

One mascot.
Many points of connection.

The lion became a guide through questions, activities and illustrated workplace scenarios. Football provided the recognizable framework; company-specific knowledge gave the experience purpose.

01Corporate mascot development
02Illustrated editorial system
03Employee learning content
04Collectible participation mechanics
05Album and page design
06Campaign-ready visual assets

A selection of poses created for the Connexion Móvil lion mascot

MASCOT DEVELOPMENT

LEARNING THROUGH ILLUSTRATION

Operational subjects became visual prompts.

Questions covered safety, maintenance, operations, workplace practices, company values and organizational knowledge. Each spread used short prompts and character-led scenes to make technical subjects approachable.

Illustrated album spreads connecting football themes with workplace questions — Illustrated questions connected departments, practices and company knowledge.

Illustrated Bogotá transport map integrated into the Connexion Móvil album — A location-based spread integrated the company’s operating context into the experience.

First sequence of illustrated country spreads from the Connexion Móvil album

Second sequence of illustrated country spreads from the Connexion Móvil album

A COMPLETE BRANDED OBJECT

The experience carried the company from cover to closing page.

The album incorporated brand presence, route context, participating teams, sponsor areas and internal mission-and-values content within a single editorial language.

The closing system coordinated the physical object, company presence and supporting information.

Mission, vision and management-policy page guided by the Connexion Móvil mascot — The mascot also guided employees through mission, vision and integrated-management content.

PARTICIPATION MECHANICS

70%

Album completion

The documented program structure weighted completion of the collectible album as the main participation component.

30%

Workplace performance

Performance and good practices formed the second component of the proposed evaluation system.

Participating areas

Operations, washing, maintenance and administration were incorporated into the experience.

CAPABILITIES DEMONSTRATED

More than an album: a branded engagement platform.

01Character systemA corporate mascot adapted across roles, expressions and educational situations.

02Editorial architectureMultiple subjects organized into a coherent, repeatable page system.

03Gamified communicationCollecting and participation mechanics designed around employee action.

04Culture translated visuallyFootball interest used as a bridge to organizational knowledge.

Project context. The initial interactive employee-engagement concept was proposed by Connexion Móvil’s advertising director. Marbayo developed the visual world, mascot, illustrated content, editorial design and collectible experience. The case is presented as evidence of creative development; no unsupported participation or business-performance outcomes are claimed.

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