Sanrio Designs
Collaborations
I translated Sanrio characters into fun collectible products.
Project Description:
McDonald's Happy Meal (Top Left)
To promote the launch of Hello Sanrio, we partnered with McDonald’s to release eight collectible Happy Meal toys in November 2016. Each set included a house, figure, and sticker sheet. I worked with the manufacturer through multiple revisions to ensure safety standards and costs were met, while also making sure every toy was as cute as possible.
Loot Crate (Top Right)
For Sanrio’s partnership with Loot Crate, I collaborated withe their team on themes and products for the first four crates. My focus was balancing cost, weight, and perceived value while still delivering unique items that surprised fans and fit each theme.
Role: Product design, Licensee design liaison.
Hello Kitty Cafe
I worked on the original branding and assets for the first U.S. Hello Kitty Cafe.
Project Description: I was part of the team that designed and developed the branding for the first U.S. Hello Kitty Cafe. After establishing the overall direction and style guide, I applied the graphics across the pop-up container, disposable items, packaging, and products. For something as large as the container, it was important that the graphics looked bold from a distance while offering enough detail to be interesting up close. For the disposable items, I made sure they were just as thoughtful and cute as the for-purchase products so every fan would have a memorable experience at the cafe.
Role: Graphic design, packaging design, environmental design, product design.
Licensee Products
A selection of products I worked on with the licensees I managed.
Project Description: While at Sanrio, part of my responsibilities was to review and provide feedback on daily submissions from more than 50 licensees. The products shown above are a selection I worked on with the licensees I managed. This role gave me the opportunity to design across a wide range of product categories, everything from bicycles to baby carriers and everything in between.
Role: Product design, approvals, design liaison with licensees.
Product Concepts
Examples of aspirational product concepts I created to inspire my licensees.
Project Description:
Gudetama:
Gudetama is all about a lazy lifestyle that lacks spunk. To kick-start product development and give licensees direction, I created a collection that emphasized his laid-back attitude. Concepts ranged from a tea infuser for slow Sundays to a laundry hamper that sits around too long.
Gudetama is all about a lazy lifestyle that lacks spunk. To kick-start product development and give licensees direction, I created a collection that emphasized his laid-back attitude. Concepts ranged from a tea infuser for slow Sundays to a laundry hamper that sits around too long.
Aggretsuko:
Aggretsuko is a mild-mannered office worker by day who rages at karaoke after work. To introduce her to licensees, I created a product collection to inspire development. Items like a lenticular notebook and light-up USB captured her dual personality while adding fun to the workday.
Role: Concept design, design licensee liaison.
Aggretsuko is a mild-mannered office worker by day who rages at karaoke after work. To introduce her to licensees, I created a product collection to inspire development. Items like a lenticular notebook and light-up USB captured her dual personality while adding fun to the workday.
Role: Concept design, design licensee liaison.
Sanrio Assets
A selection of assets I created while at Sanrio.
Project Description:
Party Style Guide (Top)
I created this guide with product concepts to share with party supply licensees, which was later used in Party City collections. The goal was to keep Hello Kitty recognizable while refreshing the look with a palette that moved beyond the overly pink guides of the past.
Party Style Guide (Top)
I created this guide with product concepts to share with party supply licensees, which was later used in Party City collections. The goal was to keep Hello Kitty recognizable while refreshing the look with a palette that moved beyond the overly pink guides of the past.
Supercute Friendship Festival Tattoos (Bottom Left)
The Supercute Friendship Festival was Sanrio’s first live show in the U.S. One activation was a temporary tattoo booth, where I designed tattoos styled to look like real ink. The result was a set of vibrant, realistic tattoos that fans loved.
The Supercute Friendship Festival was Sanrio’s first live show in the U.S. One activation was a temporary tattoo booth, where I designed tattoos styled to look like real ink. The result was a set of vibrant, realistic tattoos that fans loved.
Upper Deck Comic-Con Exclusive Cards (Bottom Right)
I designed these oversized San Diego Comic-Con exclusive cards for Upper Deck. They featured popular Comic-Con themes reimagined with Hello Kitty, appealing to both SDCC and Sanrio fans.
Role: Product design, Licensee design liaison.