What makes a minion, a Minion™️?
At Illumination, I conducted trend research and crafted versatile style guides for universal* applications of IPs. I also created custom graphics, branding, and mockups. It was an incredible opportunity to promote the most successful animated franchise in cinematic history.
Grab a 🍌, and see how designs on screen end up on shelves in my project highlights below.
*Illumination is owned and funded by Universal Pictures
Role
Skills
Tools
Client
Period
Graphic Design Intern
Graphic Design
Packaging Design
Brand Identity
Illustration
Packaging Design
Brand Identity
Illustration
Adobe Photoshop
Adobe Illustrator
Adobe Illustrator
Thai Dao
David Swift
CPG/Marketing Teams @Illumination
David Swift
CPG/Marketing Teams @Illumination
Summer 2021
Illumination Intern Insights
︎ Brand identity ︎ Social media campaign ︎ Logo design
︎ Individual project
The pandemic called for a refreshed LinkedIn presence for Illumination to recruit early talent. Much like Illumination’s films, the branding reflects a familiar touch of playfulness, though still grounded in professionalism.
Minion Summer Cafe, Tokyo
︎ CPG design ︎ International stakeholder collaboration
Minions has an enthusiastic international audience, and partnerships invite fun branding challenges. I was tasked with designing a candy tin (with a removable magnet component) for a seasonal pop-up experience, Minion Summer Cafe, in PARCO JAPAN, a famous department store in Tokyo.
Actual product proof and candy tin in-store!
CPG Style Guide
︎ Style guide graphic design ︎ Mockups
Style guides are robust graphic libraries—the backbone of CPG applications at Illumination. Arcade Champs is a now-approved style guide exploring how minions show off their arcade skills, inspired by old school 80s arcade cabinet art. I worked alongside Creative Director David Swift to create custom artwork and mockups. My patterns made it to the final style guide!
Reflections
Through this experience I was able to learn about the entertainment industry and its diverse marketing potential. Working closely with creative directors, I was able to simultaneously build technical skill and understand the implications of creating and upholding brand standards, especially at a global film and marketing powerhouse like Illumination. I also internalized the value of sharing convincing proof-of-concept designs to communicate design ideas effectively with team members.
A huge thank you to all the lovely, talented, and inspiring people that made my summer experience so special!
A huge thank you to all the lovely, talented, and inspiring people that made my summer experience so special!
