I started developing this identity system for my personal brand, one with focus on character design. It is still an ongoing project but thought of giving you a peek, hope you like it.
 
One of the main aspects of the identity is the mutant fluid-like element which adapts itself according to the application, depending on the type of media and amount of space available. This element acts as a source for the monster characters, which come out of it. (or "evolve out of it").
 
The typography also relates to the "gooey" concept, with its smooth curvatures and broad thickness, giving the brand it's consistency and maintaining the sense of fun informality.