Case Study: MUIC Friends 

(A 360° Institutional Rebrand & 38th Anniversary Campaign)

My Role: 

Project Leader & Creative Contributor I directed a cross-disciplinary team of 13 and managed a 15,000 RMB budget to execute this high-visibility campaign. Beyond leadership and client coordination, I drove the storyboarding, animation, and post-production for key deliverables, including the standout "Creative Thinker" clip.

The Challenge 

Mahidol University International College (MUIC) needed a massive PR campaign to celebrate its 38th anniversary and engage high school students. The objective? Create a comprehensive suite of assets—from animations to physical merchandise—featuring characters that embodied MUIC's core values (learning, discovery, creativity, innovation, and internationalization) while deeply resonating with a younger demographic.

Strategy & Process 

Orchestrating a 360° visual identity requires strict organization and iterative design. We focused on a clean, striking style with interesting silhouettes and distinct personalities. To keep our 13-person team aligned and creatively unblocked, I maintained transparent workflows and strategic check-ins, ensuring our character concepts evolved perfectly to match our target audience.

The Solution: Meet the MUIC Friends! 

The result was a modular design system built around a lovable cast of original mascots representing distinct student archetypes: the Creator, the Globalist, the Learner, the Discoverer, and the Innovator.

• Vibe & Narrative: A welcoming pastel palette driving a heartwarming story of friends inviting others to join their incredible MUIC journey.
• Motion Graphics: Six vibrant, 30-second animated clips with custom audio, paced specifically to capture attention and drive clear calls-to-action.

The Impact & Legacy 

Our design system, animated assets, and original IP were officially adopted as the definitive standard for university-wide branding! I successfully ensured omnichannel consistency across digital platforms, physical merchandise, and flagship events like University Open Days. Ultimately, we delivered a scalable branding toolkit that has been permanently integrated into MUIC's official recruitment media and campus collateral.