BT21-Global Licensing Asset System
Approach
Led creative direction and approvals in close collaboration with licensing, product, legal, and licensor teams. Translated brand DNA into clear, partner-friendly asset systems and guided licensees through review and approval workflows.
Deliverables
Global asset & style guides, character artwork systems, partner-facing creative decks, and licensed product design assets.
Impact
Enabled efficient partner adoption, faster approvals, and consistent global execution, strengthening BT21’s presence as a well-managed, scalable global IP.
Company
Line Friends Inc.
Project: JadePurpleBrown with BT21
Role: Lead Product Designer
Objective: Create a limited-edition BT21 x JadePurpleBrown travel gear collection that fused the artist’s unique visual style with BT21’s brand DNA, delivering a cohesive OEM product line that supported retail appeal, brand storytelling, and commercial scalability.
Project: Honey & Butter with BT21
Role: Lead Asset & Product Designer
Objective: Lead creative development for a Honey & Butter holiday brand partnership, designing character-driven assets and merchandise that integrated our IP with the shop’s macaron flavors, delivering a cohesive retail experience across packaging, products, and in-store merchandise.
Project: The Woobles with BT21
Role: Licensing Creative Lead & Approvals Owner
Objective: Serve as creative lead for the BT21 with The Woobles licensing collaboration, overseeing design approvals from concept through production to ensure full alignment with brand guidelines. Guided the translation of BT21 characters into crochet form by providing creative direction on character proportions, detailing, and construction, while also shaping packaging layouts and graphics. Helped developed donut-themed character artwork and visual systems that supported product storytelling, brand consistency, and a cohesive retail presentation.
Project: JadePurpleBrown with BT21
Role: Lead Product Designer
Objective: Create a limited-edition BT21 x JadePurpleBrown travel gear collection that fused the artist’s unique visual style with BT21’s brand DNA, delivering a cohesive OEM product line that supported retail appeal, brand storytelling, and commercial scalability.
