animelab rebrand and migration
Role: Campaign design, Motion graphics, Video editing, Social content.
Timeline: Various* (2019-2020).
Programs used: Adobe After Effects, Photoshop, Illustrator, InDesign, Premiere Pro.
Demographic: AnimeLab users, anime fans in Australia & New Zealand (primarily 16–35).
Skills involved: Brand transition strategy, rebrand asset creation, motion design, announcement content, campaign rollout.
Following the sale of Madman's anime division to Aniplex, AnimeLab was rebranded as Funimation. I was tasked with creating the initial suite of announcement assets — informing fans of the rebrand while highlighting platform benefits and maintaining excitement. The second phase of the campaign focused on easing the transition, reinforcing the closure of AnimeLab, and shifting focus to regular show promotions under the new brand.
AnimeLab Becomes Funimation
Programs: After Effects, Photoshop
As a key designer from the original AnimeLab team, I was brought in to lead the announcement campaign for its rebrand to Funimation. The brief: inform users, ease concerns, and highlight the benefits of the transition — all while maintaining fan trust.
The challenge was turning platform closure into excitement. My approach focused on smooth logo transitions, brand-aligned motion, and nostalgic visual cues with a vibrant, modern twist. Using the Funimation style guide as a base, I crafted assets that felt both familiar and fresh — emphasising clarity, ease, and momentum.
Character-Driven Onboarding Banners
Programs: Photoshop, Bridge
With licensor approval, we incorporated recognisable anime characters into promotional banners — paired with clear CTAs like “Welcome! Sign into Funimation with your AnimeLab details now.” This approach helped reassure users that the shows they loved were still front and centre, while also simplifying the login process and reinforcing continuity across platforms.
push notifications
Phase 2: Platform Closure & Simulcast Launch
Programs: After Effects, Premiere Pro
After the initial awareness push, Phase 2 focused on communicating the official closure of the AnimeLab platform. I created clear, branded graphics and video assets to guide users through the final transition.
This phase also marked the start of regular simulcast season promotions — encouraging fans to re-engage with new content on the Funimation platform.
This phase also marked the start of regular simulcast season promotions — encouraging fans to re-engage with new content on the Funimation platform.
Phase 3: Shutdown Campaign
Programs: Photoshop, Figma, Illustrator
After the initial awareness push, Phase 2 focused on communicating the official closure of the AnimeLab platform. I created clear, branded graphics and video assets to guide users through the final transition.
This phase also marked the start of regular simulcast season promotions — encouraging fans to re-engage with new content on the Funimation platform.
This phase also marked the start of regular simulcast season promotions — encouraging fans to re-engage with new content on the Funimation platform.
Ongoing Creative & Content Rollout
Programs: Photoshop, Figma, Premiere Pro, After Effects, Illustrator
With the platform migration complete, I shifted focus to maintaining a consistent stream of content to promote upcoming shows and fan engagement. This included sizzle reels, promotional banners, rotation assets, and push notifications — all produced across multiple formats and platforms to keep the audience engaged week to week.
Prize Campaign
app icons
show spotlights
Yashahime
my hero academia
cowboy bebop
Style Experiments & Personal Exploration
Programs: Photoshop, After Effects
Throughout the project, I became increasingly drawn to the visual language of the Funimation brand. In my own time, I explored its colours, motifs, and motion elements beyond the usual constraints — bending the style guide to see what else it could become. These experiments were a chance to grow creatively and imagine new ways the brand could flex.
