Year
2024
Client
Textio
Role
Context
Managers are constantly told to “do more with less”—but at Textio, we believe they should actually just do less. The Do Less campaign introduced a fresh, user-first, social-first approach for the brand, speaking directly to managers’ biggest challenges and showing how Textio’s solutions make their jobs easier while improving results. Built around relatable characters brought to life with motion design by Nathon Sims, the campaign blended empathy, humor, and clarity to connect with a manager audience on their terms.
Until this point, the Textio brand had no characters, custom illustrations, or mascots. For this campaign, we needed relatable figures to embody our manager personas—clearly we chose robots. First introduced in the Do Less campaign, these bots continue to live on across Textio’s website, branding, and web app today.
Tango
Tango is the overextended manager, buried under an ever-growing workload. They’re determined to hold it all together for their team—but no matter how hard they try, it’s always just out of reach.
Tizzy
Tizzy is the enthusiastic first-time manager. Full of ambition and good intentions, they’re ready to make an impact—but they’re still figuring out the tools, skills, and instincts that come with the role. With some guidance (and maybe a fair bit of patience), Tizzy has the potential to grow into a capable, confident leader.
Turbo
Turbo is the seasoned manager who’s seen it all. They keep getting handed more projects and more people, and they don’t hesitate to let a little cynicism slip. Turbo wants real improvements at work—and they’ll be direct, honest, and unflinching in making sure it happens.
