Stef HamerlinckI make mascots brands can own.
Stef Hamerlinck. Brand designer and strategist from Belgium, working with brands worldwide.
After 20 years as brand strategist and designer for global brands and agencies, I now focus on one thing: mascots. The kind a brand can own for decades, not a campaign.
Every mascot starts on paper and is grounded in the research on distinctive brand assets. Then I build a world around it and a custom AI engine, so the team can put it anywhere and it always looks like itself.
I work on the edge of new technology, exploring where craftsmanship meets generative AI, and share what I learn on stages and podcasts like Tectonic, Logo Geek and Brand Builder Summit. And in Marcel's Lab, my newsletter for 4,000+ readers. My own mascot is Marcel, a big blue dog in an orange cap.
Recent appearances
On stage
- Jun 2026CMA Creativity WeekOnline, Calgary
A closed session for Canadian marketers.
- May 2026AI for Marketers DayMechelen
Keynote: the future of brand. Are we cooked, or cooking?
- May 2026Better GrowthAntwerp
Closed event on growth through distinctive brands.
- KeynoteTectonicMain stage, Belgium
The main stage of Belgium's AI conference.
- PanelBoldhouse creative summitPowered by Sony
Sharing the stage with industry legends like Musketon.
Podcasts
- PodcastWhat the Helvetica ↗
With Michael Janda, on the future of branding and AI.
- PodcastLogo Geek ↗
With Ian Paget, on making a mascot with AI.
- PodcastKlimb ↗
Building the brand at Alan, the agency days and mascots.
- PodcastBrand Breakfast ↗
Brand mascots, from strategy to launch. In Dutch.
- PodcastMaking Waves ↗
The bathtub podcast, after Average Rob and Byron Sharp. In Dutch.
Book a keynote or an inspiration workshop.
For conferences, leadership days and marketing teams. On mascots, distinctive brands and what generative AI changes for brand building. In English or Dutch.
Contact