Global Brand IP & Merchandise Development Pipeline
Role: Lead Graphic Designer

The Strategy: Spearheaded the global visual identity and IP expansion for Web3 enterprise aelf, standardizing the brand architecture across multiple digital sub-brands and tangible products.

The Execution: Directed the global refresh of the company mascot, Aelfie. Translated digital IP into a comprehensive merchandise pipeline, overseeing the design and production of branded apparel, accessories, and corporate gifts.

The Impact: Successfully bridged digital brand assets with physical merchandise, creating a unified brand ecosystem and accelerating the rollout of global marketing campaigns.