Our goal was to build a modular system with flexible components that allowed for rapid iteration across various media formats and placements.

Building on the previous year’s work, we refined the visual language, increased consistency, and improved production efficiency.

This time around, we also brought in more departments and teams early in the process, ensuring alignment on expectations and use cases.

Role : Art Director
Designer : Ashley Seo

To maintain brand integrity and empower teams across the company, I developed basic style guides and organized source assets for easy access by internal teams and external partners.

For Design teams, I built Adobe CC Libraries containing brand colors, logos, and marketing icons—ensuring consistency across all projects. Updates were seamlessly pushed out through this system, with clear communication whenever changes were made.

Role : Systems
Icons : Binh Hoang

When I took over a newly formed team, they were juggling three different project tracking tools (JIRA, Basecamp, and PivotalTracker) with no standardized workflow for handling requests from multiple departments.

To streamline operations, I consolidated everything into a single project tracking tool and built a system that could manage a wide range of requests and placements. I also began mapping out an optimal workflow for producing materials for licensed content.

After plenty of trial and adaptation, we landed on a system that balances structure and flexibility—using Google Forms, in-person kick-off meetings, and Breeze to intake, plan, track, design, discuss, and deliver creative assets efficiently..

Role : Systems, Project Management

This was our first attempt at standardizing a “house style” for brand design. In the past, each design was heavily dependent on the individual Designer assigned to the campaign or project.

We began with a comprehensive review of past materials, aiming to start fresh with a more holistic approach that covered all known placements and use cases. From there, we developed a base layout and type structure to accommodate different styles of copy and design elements.

Drawing visual inspiration from anime and manga—incorporating speed-line bursts and halftones—we created a modular background. We also refined and expanded the existing color palette to improve flexibility, helping define the evolving brand identity.

Role : Art Director

Postcard : George Sarvis
Video Bumper (still) : Arlan Smith
Paid Media Set : Mason KooJoe

With a simulcast model for our content business, we acquire new titles every quarter to add to our existing catalog. Before these titles can be available on the service—sometimes as little as an hour after airing on Japanese broadcasts—all show assets must be delivered and approved by the Licensor.

To streamline this process, I developed a status tracker (Google Sheets), established a new inbound/outbound communication chain, and created Photoshop templates that aligned with how titles are ranked. I worked closely with Content Managers and the Marketing team to build this system.

This new workflow reduced the design team's workload, improved our response time, kept everyone updated on asset status, and allowed us to increase the volume of deliverables. We continue to refine the process with each passing season.

New shows per season : 40-60
Assets needed per show : 4-15
Assets per season : 160-900

Role : Systems, Project Management, Photoshop Template

Why do we do this? For the kids.

In the past, we’ve collaborated with artists on limited-run tees, but this collection marked our first attempt at creating a full range of apparel and soft goods, specifically designed for our fans and community.

We launched with our "Basic" and "Hime Pattern" sets, while also keeping several other design ideas in the pipeline. This provided the Rights & Ecom team with additional options to incorporate into their release calendar or use for special offerings.

Role : Art Director

Designers : John Ducusin, Ashley Seo, George Sarvis, Audrey Jardin, and Aliana Rood

To give Licensors better context on how their assets will be used and promoted, we began creating Approval Decks.

These decks showcase placements across various platforms, including Xbox and PlayStation, as well as convention materials and English logo versions for titles.

Our goal is to develop a "universal" deck that covers all known use cases, providing designers with a more comprehensive tool.

Role : Art Director

With the communication strategy for emails still in development, it was an exciting time to experiment with different strategies, layouts, and processes.

In addition to the basic onboarding series for Free and Premium members, we found that using a mix of seasonal highlights, show-specific, and generic templates helped us effectively promote titles, increase viewership, and enhance show discovery.

Role : Art Director, Messaging, Photoshop Templates

Background illustrations for Seasonal emails : George Sarvis