The starting point was a rebranding: RAJA should be perceived not just as a supplier, but as a holistic partner. The goal was to increase brand awareness, strengthen customer loyalty, and achieve measurable digital interaction—measured by AR activations, social engagement, and lead contacts.

Karli is the new face of the brand: a versatile 3D character that embodies product diversity, consulting expertise, and sustainable thinking, making these values visible.

The process followed typical phases: Discover, Prototype, Build, and Launch. We modeled and animated Karli in 3D, produced a suitable voice-over, and implemented web AR as well as native mechanics, allowing users to access the experience directly via QR links without an app.

The launch generated immediate attention and positive feedback from customers and the team. Karli makes the rebranding tangible, opens conversations about service and sustainability, and provides clear touchpoints for further campaigns or merchandising.