ABOUT

Boo is a character and visual identity concept created for a new Halloween seasonal experience at Bluestone. The brief was to develop a friendly ghost with a mischievous streak (more cheeky than creepy) who could cause playful havoc across the resort without ever feeling frightening to younger guests.

The idea centres around Boo secretly creating harmless chaos: swapping signs, changing colours, hiding in unexpected places and generally making things feel not quite as they should. The twist? Only guests can spot him, creating opportunities for discovery and interaction throughout their stay.

Development began with sketches exploring Boo's shape, expressions and personality across different poses and scenarios, creating a simple, recognisable character flexible enough to appear throughout the resort. His world was then expanded through playful wordplay such as Pumpkin-a-Boo, Boo-tanical, Boo Buoy and Boo-gie Woogie, alongside a warm autumnal visual identity inspired by Bluestone's connection to the woodland, coast and natural landscape of Pembrokeshire.

The result is a flexible character-led identity designed to extend across animation, signage, digital content, merchandise and physical experiences. More than a Halloween mascot, Boo becomes part of the holiday itself , leaving little moments of mischief for guests to discover and always raising the question:
What's Boo been up to now?