Hudson Keanu Beaves

OVERVIEW
Thoughtworks Canada was originally Connected, a privately-held, end-to-end, product design and development firm that was later acquired. They needed a way to rebrand the company without losing the core culture and spirit of Connected. Canadian icons were initially used to distinguish itself as a region, and after an impromptu Pin-The-Tail-On-The-Beaver game, the beaver character, subsequently named Hudson Keanu Beaves (HKB), became a lasting mascot and symbol for the team spirit.