The concept here was to develop a goldfish character that represented a healthy food choice for kids. After an analysis of the problem, some rough proposals were developed (shown here). These approaches were believed to be aimed at too young of an audience.
We therefore determined that the character needed a more athletic approach to appeal to older kids. More of a cool, fun fish was attempted. New sketches were presented, the character was approved and finished artwork was developed that would travel across various media easily.