Over the course of nearly nine years, I evolved from a Designer/Illustrator to Design Director at Mimoco, a pioneer in the “lifestyle tech” space. I spearheaded the creative direction for Mimobot and MimoPower product lines, transforming functional tech gadgets into high-end collectible art. My role was the bridge between imaginative character design and the rigorous commercial standards of global entertainment giants.
Project brief
The Challenge
To translate the distinct visual languages of diverse IPs — ranging from the iconic grit of Star Wars to the playful minimalism of Sanrio — onto a standardized product canvas while maintaining brand integrity for both Mimoco and the licensor.
The Result
Successfully launched dozens of licensed product lines that gained international retail presence and cult-status among collectors. My leadership in creative R&D and strategic licensor relations directly contributed to a 38% over-funded Kickstarter and established Mimoco as a leader in the designer-tech niche.
Key Contributions & Milestones
- IP Partnership Management: Served as the lead creative liaison for Cartoon Network, Hasbro, Lucasfilm, and Sanrio, navigating complex approval workflows and ensuring every product exceeded strict brand guidelines.
- Product R&D: Led the transition from concept sketches to physical prototypes, working directly with overseas manufacturers to troubleshoot material constraints and production logistics.
- Holistic Brand Experience: Designed 360-degree marketing ecosystems, including Comic-Con experiential booths, digital ad campaigns, and retail-ready packaging that reduced overhead costs by optimizing materials.
- Original Character Development: Beyond licensed work, I directed the design of Mimoco’s “Core” artist series, blending character illustration with consumer electronics trends.
- Leadership & Mentorship: Scaled the design department by building a collaborative workflow for staff designers, freelancers and interns, fostering a culture of high-output creativity.
