Starry Brand Launch
Starry was introduced as a new entrant in the lemon-lime category — a space long dominated by legacy brands.
We launched a brand designed to connect with a new generation from day one — built to behave like a participant in culture, not a traditional CSD.
We built a culture-first brand system designed for speed, expression, and participation.
The system combined character, motion, and platform integration — enabling the brand to show up dynamically across digital, live experiences, and cultural moments in real time.
My Role
Led creative direction for the brand rollout — developing a cohesive system across identity, motion, content, and cultural platforms, and driving integration across the NBA and WNBA partnership.
Character System.
A flexible, personality-driven character system became the core of the brand’s voice.
At the center were Lem and Lime — expressive protagonists designed to communicate tone, attitude, and reaction across any moment.
The system emphasized emotional range, adaptability across formats, and a visual language that functioned like a native extension of internet culture.
Motion & Content.
A motion-first system enabled the brand to respond to culture in real time.
Multiple animation approaches — from vector to cel to CGI — allowed the brand to flex between fast-turn reactive content and more developed storytelling, maintaining consistency across formats.
Imagery from short film, Starry: 3 is Greater Than 2. View full-length film here.
NBA Platform.
A scalable identity system embedded the brand directly into basketball culture.
The partnership launched at NBA All-Star Weekend, where the brand came to life across broadcast, in-arena, and fan experiences.
Beyond launch, a flexible toolkit was developed to scale across the full NBA and WNBA seasons — spanning retail, social, out-of-home, and live environments.
Live Expression.
The brand translated into real-world presence through character-driven performance.
Lem and Lime evolved into live mascots, becoming one of the most visible expressions of the brand through social content, live appearances, and fan interaction.
Additional formats — including puppetry and lo-fi content — expanded the storytelling system and reinforced the brand’s immediacy and personality.
Impact
Successfully launched a new brand into a highly competitive category with immediate cultural relevance
Established a distinct, character-driven identity that resonated with Gen Z audiences
Generated 1.95B+ earned impressions within 24 hours, exceeding launch goals by over 130%
Positioned Starry as a credible and visible presence within NBA and WNBA culture from day one
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