CRUNCHYROLL-HIME CH.
Lead Producer, Content Strategist, Talent Manager
In 2021, I was brought into a project to help transform Crunchyroll’s brand mascot, Crunchyroll-Hime, into a VTuber (Virtual YouTube) The COVID-19 pandemic saw an uptick in streaming culture, and, thanks to Hololive, a VTuber talent agency, VTubers had become one of the most popular types of streamers globally. With the power of streaming as a VTuber, Hime could speak directly to Crunchyroll fans, while building fandom for the character herself.
The creation of the model for Crunchyroll-Hime was already well underway, however launch and content strategy weren’t fully developed, which is where I came in.
With rounds of competitor analysis, I assessed independent, agency, and, in particular, corporate VTubers to determine pros and cons, and used these findings to develop our channel launch milestones and goals.
Working alongside our cross-functional partners on the brand design team, we developed the overall look of Hime’s streams, keeping true to previously established branding, where I provided general art direction for logo designs, streaming elements (overlays, background, animations), social assets, and other ancillary assets.
Lastly, I worked directly with the talent behind Hime, familiarizing myself with her personality, and ascertaining her skillsets in gaming and streaming. This allowed me to develop Crunchyroll-Hime’s content strategy for the first few months of launch.
MY ROLE
