I was thinking that Xenonauts could really use a cool or lovable character to represent the game in marketing and general internet love-spreading. Right now the game doesn't have much attitude, and it will be perceived as sterile and generic -- I love what I have seen so far, but that's just how strangers will perceive it.
The X-COM units and aliens were iconic, even if they were kind of goofy, and this gave it a certain "flavor". I think the community could submit drawings to use for marketing, such as you'd see on the "Box Art" for a traditional game.
My own idea is to use one of the "talking heads" that are apparently going to be implemented into the base management UI. These characters need to be interesting and appealing, they can't afford to be seen as lifeless or dull. Basically what this means is that their face needs to speak volumes about who they are, how they think, and how they carry themselves in the face of alien crisis.
I'll submit a drawing or two if the idea is approved, or wait and see what kind of thoughts the team has on it.