Identity is the anchor of recognition. It transforms what a brand sells into what a brand means — building familiarity, trust and lasting value. At Mighty Jaxx, I had led a multidisciplinary team to developed a portfolio of sub-brand identities, each crafted for a distinct audience while strengthening a cohesive brand ecosystem. Every identity was built from the product outward, grounded in audience insight and experience.

FanHype empowers emerging creators by turning community support into tangible products, enabling fans to participate in bringing new ideas to life. Premiumworked elevates craftsmanship into a premium brand experience, celebrating exceptional materials, meticulous execution and timeless design for discerning collectors. MJX reimagines brand collaboration as a creative platform, bringing together artists, IPs and partners to expand the possibilities of collectible culture.