I head the design of four Character Mascots as part of the brand identity for King's Friends Education Group, a new integrated children's edutainment theme park based in Xi'an, China.

The IP Characters were designed to complement the park's educational syllabus while conveying positive values for modern-day families and kids. The theme park opened with the characters deployed across the brand to drive engagement, utilizing digital content, mascot suits, set dressing, park sculptures, and merchandising. The brand characters were further adapted into a 3D Animation series as marketing content.

Deployed across

• Social Content - Weixin, Weibo

• Standees and large-scale character sculptures in the museum lobby

• Seasonal photo spots and themed event decor, outdoor event activations

• Merchandise store: plush, luggage, school bags, t-shirts and caps

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