Scaling a pioneer in “lifestyle tech” through creative direction, IP management, and product innovation.
The Challenge
The primary challenge was “visual translation”—adapting the iconic, distinct aesthetics of global powerhouses like Star Wars, Sanrio, and Hasbro onto a standardized product canvas. My goal was to honor the grit or minimalism of the licensor’s IP while maintaining the signature “Mimoco” character DNA, all within the rigorous constraints of physical manufacturing and commercial viability.
The Strategy: “The Bridge Between Art & Industry”
I evolved Mimoco’s creative process from a boutique design studio into a high-output production engine. By establishing a “Licensor-First” workflow, I combined imaginative character illustration with industrial design discipline. I shifted the focus toward a holistic product ecosystem—integrating 360-degree marketing, modular packaging, and experiential retail—to ensure that every tech gadget felt like a high-end, cohesive collectible rather than a mere commodity.
My Role
Creative Direction & IP Liaison: Served as the lead creative gatekeeper for Lucasfilm, Sanrio, and Hasbro, navigating complex approval cycles and ensuring brand alignment across dozens of licensed lines.
Product R&D & Manufacturing: Spearheaded the transition from concept to prototype, collaborating directly with overseas manufacturers to solve material constraints and optimize production logistics.
Systems Leadership: Scaled the design department by building a collaborative framework for staff and freelancers, fostering a culture that balanced high-volume output with artistic integrity.
Holistic Brand Experience: Designed full-scale marketing ecosystems, including digital campaigns and award-winning Comic-Con experiential booths.
The Impact
My leadership in creative R&D and strategic licensor relations transformed Mimoco into a leader of the designer-tech niche. This approach directly fueled a 38% over-funded Kickstarter campaign and successfully launched dozens of product lines into international retail, cementing the brand’s “cult-status” among global collectors.
