Hanazuki – Full of Treasures.

As an integral part of an ever-expanding ecosystem that extends far beyond its original analog toy roots, Hasbro has evolved into a full-fledged entertainment company over the past decade and a half, much like many other companies that own intellectual property (IP). I have had the amazing opportunity to work on numerous properties, contributing to the development and elaboration of worlds to provide stability and guidance for future brand endeavors.

Opportunity:

Hanazuki was acquired as intellectual property but lacked a clear central brand focus. It existed as a collection of visual stories in need of order and purpose.

Solution:

I developed the concept of embracing the brand's random nature while introducing elements of stability to anchor it. This grounding allowed for the establishment of forward momentum, paving the way for a flourishing product strategy.

• Brand and Creative Strategy and Development