Elevating
The Crunchyroll Anime Awards recognizes achievements for artistic and technical merits in the anime industry.
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Creative Goal:
To elevate the brand identity and create a robust style guide that could provide dimensionality and elegance across multi-channel marketing efforts and the live event presence.
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lIVE WEBSITE: LINK
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Role: Art Director
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Concept Design + Art Direction
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Style Guide Creation
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Partnered with:
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C-Level Stakeholders, International Execs
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Web Development - User Experience + Content Hierarchy
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Marketing, Events,
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ELEVATING THE BRAND
Anime Awards 2023's event branding had an omni-present ribbon that encompassed all touchpoints of the event from
2022 Style Guide Excerpts
STYLE GUIDE DEVELOPMENT
The 2022 Anime Awards website consisted of four phased launches:
Phase 1 - The return of Anime Awards
Phase 2 - The Announcement of Judges and Category Nominees
Phase 3 - The Voting Period
Phase 4 - The Winners Announcement
While much of the original wireframe was kept the same as previous years, The 2022 Anime Awards pivoted and tabled the live show awards ceremony element due to the pandemic. As so, the website and highlight reels needed to showcase an exciting winners reveal to truly celebrate the industry winners and their diehard fans. The winners website consisted of clickable iconography which triggered the category element to drop down with winner's information and initiate an animated, celebratory "fireworks" reaction. Users are able to interact with the website to discover which of their favorite intellectual properties won the titles.
CHARACTER
DEVELOPMENT
Working with an independent illustrator, the team commissioned illustrations of our mascot, Crunchyroll-Hime and her cat Yuzu. For 2022, Hime represented Crunchyroll in the different phases as the awards show host, the backstage production manager, and the ethereal goddess of the anime universe. Galactic Hime conjures her magic to form a glowing orb - representing a piece of the Anime Universe and the award presented to our industry winners.
Initial Sketches
Initial Sketch
Final Character Art
Initial Sketches
Final Character Art
Final Character Art
Final Character Art
MARKETING
Roughly 1200+ internal and sponsored marketing placements were created for social media, lifecycle, user acquisition, and other channels. These assets included winners laurels to be distributed to industry winners, nominee assets showcasing hundreds of intellectual properties, and social media assets to drive engagement -- all of which were adapted for localization in eight languages.
Winner's Laurel
Social Media Announcement
Social Media Announcement
Social Announcement
Social Media Header
Social Media Header
Carousel CTA Assets
In-App Asset