This is Mel
Mel is Melio’s brand mascot and a central figure in the illustration system. He is designed to be friendly and relatable, helping humanize the brand and create a connection with users.
Mel's main goal is helping users navigate the product with ease and making complex processes feel simpler and friendlier
It brings something unique and provides a consistent, relatable, and friendly face for the brand
By creating a personal and deep connection between user and product, it helps convey complex information in a simplified way that identifies with the user, and can be used across various platforms
Mel appears in the product, the marketing materials, and on the website in order to guide users through the different processes and explain how to use the platform.
![Mel mobile app [melio]](https://static.wixstatic.com/media/416448_d49dd99b430f485ba0a0da21b5d93747~mv2.png/v1/fill/w_743,h_503,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/Mobile.png)
We chose the name “Mel,” a gender-neutral choice inspired directly by the brand name. This strengthens the mascot’s connection to Melio while being approachable and inclusive.
Visual Traits and Personality
Mel is a unique character — neither human nor animal and intentionally genderless. With a neutral expression and no mouth or eyebrows, Mel’s look is clean and neutral, which helps keep the character relatable yet serious.
Mel’s appearance is consistent with a black outline and a white or transparent fill, though other elements can appear in color when needed.
Design and Style
Mel’s appearance reflects the brand’s visual style - simple, modern, and delightful. As it was developed as part of Melio’s rebranding process, we ensured it would harmonize with the company’s other new visual elements.
The design is versatile, enabling Mel to appear in different poses or situations, creating a cohesive yet varied visual language.
Icons
I designed an icon bank with over 300 custom pixel-perfect icons
Grid & Sizes
Each icon has two versions- on a 16px and on a 24px grid
On the large 24px grid, the stroke width will be 2px with rounded ends, the round corners will usually be 2px (except in exceptional cases), with a 1px margin (frame).
On the small 16px grid, the stroke width will be 1.5px with rounded ends, the round corners will usually be 1.5px (except in exceptional cases), with a 1px margin (frame).
Credits
Creative direction - Neil Cohen & Guy Tubul
Brand designers - Yuval Asis, Tomer Azulay Yasmin Malki, Lika Marutian
