The Assemblies of God U.S. Missions team came to Camp Ape with a simple idea and a lot of room to build: Smush the Pug. From there, we developed a full character style guide designed to turn a rough concept into a mascot with real charm, flexibility, and personality. The goal was to move past clip-art energy and create something kids could actually connect with. What came out of it was a playful brand character built to show up across materials, stories, and ministry moments with consistency and heart.