Once the name had been conjured up the identity almost slotted in to place, I needed to design a seal that was somehow performing and as the nature of the product was to do with tyre filling I gave it a circus feel with a juggling seal. I wanted to design a character along the same lines as the Churchill dog.

After my initial sketches had been sent to a company to produce a CGI the character was still not there so I produced the identity using a combination of Illustrator and Photoshop – with a lot of airbrush work to get tone and shade.