BRANDING
VISUAL DIRECTION
ILLUSTRATION
In 2025, WEBTOON collaborated with Sony to advertise Playstation Plus on the comics platform. Specifically targeting WEBTOON’s small but strong male audience, the goal was to engage with these readers by employing exciting imagery and popular comic IP to get them to read more series and continue the action on the Playstation platform with a free trial for Playstation plus.
This was particularly exciting because I was given full reign by WEBTOON and Sony to design the campaign from scratch, giving me freedom to incorporate some of my own illustration work into the final assets to create a sense of energy and exhilaration.
While I sketched several logos trying to replicate the energy or harken to the aesthetics of gaming, we ultimately decided on a simpler logo for the gaming collection to allow the imagery to be the focus and compelling point of engagement for the event.
It was also important that the collection logo look nice next to the WEBTOON and PlayStation Plus logo, as the two lockups should never be separated during advertisement.
At WEBTOON, we started alot of projects by developing the key art first. This is important to define the tone and visual direction of the event, as other designers might pick up the project after me or adapt the creative in other forms such as video for social media.
We employed elements such as halftones to allude to the history of art and making comics. The use of the torn paper texture in grey implied a sense of rebellion or breaking boundaries, something we were doing by collaborating WEBTOON and PlayStation, two companies in disparate industries that shared the same passion and zeal for creativity. This was all tied together with my hand-drawn action lines, communicating a sense of electricity and energy that became both infectious and impossible to ignore.
