Funko
Building a digital destination for fandom
Funko is a global pop-culture collectibles brand with an audience that spans entertainment, gaming, comics, sports, and film. The company needed a digital experience that could support ecommerce growth while capturing the excitement and personality that drives collector culture.
I led creative direction and hands-on design for the redesign of Funko.com, creating an experience that balanced commerce, content, and fandom while establishing a scalable system for future merchandising and storytelling.
Challenge
Funko's audience isn't simply shopping for products. Fans engage with the brand through the worlds, characters, and stories they love.
The challenge was creating an experience that felt less like a traditional online store and more like a destination where collectors could discover new releases, explore fandoms, and deepen their connection with the brand.
Strategy
My approach centered on “world-building.”
We developed a visual system that immersed Funko figures within themed environments, patterns, and franchise-specific storytelling moments. Rather than treating products as isolated merchandise, we positioned them within the broader worlds and communities they belonged to.
The experience included franchise-specific landing pages, editorial and behind-the-scenes content, community and fandom storytelling, and promotional experiences.
Impact
The redesigned experience established a growth-generating digital presence for one of the most recognizable brands in collectible fandom.
Funko.com was recognized by Newsweek as one of the Fastest Growing Online Shops of 2022 in the Collectibles category, citing revenue growth, traffic growth, and site performance.
Role
I served as the project's creative lead. My responsibilities included concept development, interface design, stakeholder presentations, and ongoing collaboration with international teams and development partners.
Fandom-specific landing page