Obsessed fans. Celebrated communities. Deep brand history.

Anime Expo is an explosive, four-day event celebrating Japanese entertainment and pop culture. AX is attended by hundreds of thousands of fan(atic)s every year, many of which dedicate weeks to preparing and networking. The result? A passionate obsessed community, sharing a singular, incredible experience.

Our mission? Help Anime Expo become the brand it deserves, increase ticket sales and brand recognition, and open new streams of revenue–all without alienating millions of current brand champions. Our approach needed to be comprehensive and cohesive, impacting customer touch points from badge design to online experience and everything in between.

Role:
As creative director on the project, I lead a team of designers, to take the brand strategy and create an identity system and multiple customer touch points.