DC

DC is one of the world's most iconic superhero entertainment brands, with a rich library of heroes and villains that continue to evolve for new audiences. These style guides translate that legacy into trend-forward consumer products collections, balancing contemporary design with the recognizable visual language of the DC Universe.

I led the creative development of each toolkit from concept through final delivery, defining the visual direction, partnering with external artists, and overseeing brand approvals to ensure global consistency. The result is a series of scalable asset systems that empower global partners to create cohesive, commercially compelling products across categories.

Bat Punk

This core Batman style guide pairs vintage character art with a hyper-market-trend approach, blending traditional iconography with disruptive subculture aesthetics like post-punk, grunge, and skate zines.

Creative Director: Vin Seong
Project Lead: Shirley Zhou
Designers: Matthew Torres, Shirley Zhou

Bat-Manga Jr!

Translating vintage comic art into a modern retail program, this style guide captures the Bat-Manga aesthetic for boys aged 6–12. The design kit pairs Jiro Kuwata’s classic illustrations with traditional paneled graphics and curated Japanese kanji to blend authenticity with commercial appeal.

Creative Director: Vin Seong
Project Lead: Shirley Zhou
Designers: Julie Nishioka-Storey, Shirley Zhou

DC Villains Have all the Fun!

With a dedicated focus on Batman’s Rogues’ Gallery, this style guide celebrates iconic DC Villains in a way tailored for the infant and toddler market. The creative direction utilizes a naive, hand-drawn art aesthetic and mischievous humor to appeal equally to young children and nostalgic parents.

Creative Director: Vin Seong
Project Leads: Shirley Zhou, Brittanie Gaja
Character Designers: Taylor Bray, Agnese Innocente, Brittanie Gaja
Designers: Shirley Zhou

Cuter than Cute

This style guide developed new character art specifically tailored to girls ages 8–10, expanding the DC Universe into a younger demographic. The creative direction shifts away from traditional action-oriented styling, re-imagining Batman, Wonder Woman, and Supergirl through a softer, cute aesthetic designed to maximize lifestyle product appeal.

Creative Director: Vin Seong
Project Leads: Shirley Zhou
Character Designers: Taylor Bray, Tomato Farm Agency
Designers: Julie Nishioka-Storey, Shirley Zhou