TRANSLATING A BRAND UNIVERSE INTO A NEW STORYTELLING FORMAT
From concept to production — shaping narrative, format, and visual direction
ROLE: Concept & Design Lead
FOCUS: Storytelling, format development, visual direction
CONTEXT: Maileg — translating an existing brand universe into a new product category
FOCUS: Storytelling, format development, visual direction
CONTEXT: Maileg — translating an existing brand universe into a new product category
Intro
The project focused on translating the Maileg universe into a new storytelling format—its first book—extending the brand’s world beyond physical products.
The work involved shaping narrative, visual direction, and format to ensure coherence between story, character, and the existing Maileg universe.
The Challenge
How might we translate an established brand universe into a new storytelling format—while maintaining its tone, character, and emotional quality?
The project required balancing narrative development with visual consistency, ensuring that the book felt like a natural extension of the Maileg world.
Approach
The work was driven by a concept-led and iterative design process:
→ Developing the narrative structure and story arc
→ Translating the brand’s visual language into a book format
→ Defining layout, pacing, and the relationship between text and image
→ Collaborating with external creatives to ensure consistency across content
→ Guiding the project from early concept to final production
→ Translating the brand’s visual language into a book format
→ Defining layout, pacing, and the relationship between text and image
→ Collaborating with external creatives to ensure consistency across content
→ Guiding the project from early concept to final production
The process required working across storytelling, visual design, and format development to create a cohesive final product.
Outcome
The project resulted in Maileg’s first book—expanding the brand into a new storytelling format and product category.
The final outcome demonstrates how a narrative universe can be translated into a cohesive format, where story, visuals, and structure work together as one unified experience..
The book was published in multiple languages and designed to support a broader storytelling ecosystem around the Maileg brand.
