Feedback is good
Project
Feedback is good
Design and illustration
Angie Umana
Date
07/05/2025
CONCEPT
This project was created in response to the need to shift the internal perception of feedback within the office. Feedback was often associated with negativity or discomfort, limiting its role as a constructive and empowering tool.
The campaign aimed to reframe feedback as a daily, positive, and human practice, highlighting that feedback can also take the form of recognition, affirmation, and appreciation for work done well.
CREATIVE IDEA
To communicate this message in a relatable and engaging way, an internal campaign was developed featuring original illustrated characters, designed from scratch and inspired by endemic Costa Rican animals, specifically for the San José office.
Illustrated in a kawaii, friendly style, these characters became the voice of the campaign, accompanying employees throughout their daily routines and helping normalize positive feedback.
CHARACTER DESIGN
Each character was based on iconic local animals—such as manigordos, dantas, monkeys and others—reimagined through a warm, expressive, and approachable visual language.
The goal was to create instant emotional connection, making the messages feel less corporate and more human, friendly, and easy to receive.
COMMUNICATION SYSTEM
The campaign was designed as a spatial, immersive experience, integrated throughout the office environment via multiple touchpoints:
- Vinyls and die-cuts for coffee and tea machines
- Danglers and hanging elements
- Stickers for water bottles and laptops
- Graphic elements for tea boxes
- Character footprints placed across office floors
- Boards, bathroom mirrors, and common areas
- Digital adaptations for internal newsletters
A new character was revealed each week, paired with fresh messages, keeping the campaign dynamic, engaging, and highly visible.
DESIGN INTENT
The design aims to humanize conversations around feedback, moving away from judgment and toward recognition, empathy, and positive communication.
Illustration, light humor, and consistent presence across everyday spaces helped the message feel natural rather than imposed.
IMPACT
The campaign successfully shifted the internal narrative around feedback, fostering a more open, affirmative, and participatory culture. By embedding the message into informal and everyday spaces, feedback—especially positive feedback—became a natural and valued part of the workplace experience.