ANIMELAB to FUNIMATION TRANSITION
A year long project working directly with the Australian Head of Marketing and cross-functional teams to lead the creative strategy for Animelab’s migration to Funimation. From user education to leveraging exclusive content and seamless SSO integration, this project successfully transitioned users while enhancing their connection to the Funimation brand.
Phase 1
G’day Kia ora
Funimation
The first stage of the transition centered on building awareness and trust among Animelab’s dedicated user base. Collaborating with the Head of Marketing, we developed the welcoming headline “G’day Kia Ora Funimation,” a message thoughtfully tailored to resonate with both Australian and New Zealand audiences. To bring this vision to life, I created a cohesive suite of visual assets and directed my video team in producing engaging video content, laying the foundation for the Animelab-to-Funimation transition.
Additionally, I ensured sign-up funnels were seamlessly redirected, incorporating tailored messaging and imagery that guided users to a specialized Funimation sign-up experience. This approach ensured consistency and clarity at every touchpoint, establishing a strong start to the migration process.
Phase 2
Beyond Earned and Owned: SSO and Partnerships
With users informed about the transition, Phase 2 shifted focus to generating excitement about Funimation’s expanded offerings and enhanced technology while reassuring them that the unique Australian and New Zealand voice would remain integral.
This phase introduced the ability for existing Animelab users to seamlessly access Funimation through Single Sign-On (SSO) after completing a guided migration flow. This streamlined process emphasized ease of use and reinforced Funimation’s commitment to providing an upgraded, user-friendly experience.
The creative assets in this phase were crafted to do more than inform—they were designed to inspire. By highlighting the vast possibilities Funimation offered, from exclusive content to superior functionality, the campaign left users eager to dive into their new entertainment hub.
Phase 3
Exclusive Content:
Only on Funimation
Phase 3 leveraged exclusive content to encourage Animelab users to complete their transition to the Funimation platform. By showcasing the value of Funimation’s offerings, this phase emphasized the unique, high-quality content available only to Funimation subscribers.
To support this, placeholder show screens were strategically designed and integrated into the Animelab platform, allowing users to preview upcoming seasonal content. These screens seamlessly guided users to Funimation, where they could access the shows using Single Sign-On (SSO). This approach not only reinforced the exclusivity of Funimation’s library but also created a sense of anticipation and urgency for users to make the switch.
Phase 4
It’s Not Goodbye,
It’s G’day Funimation
The final phase of the Animelab-to-Funimation transition focused on managing the closure of the Animelab platform while supporting users who had not yet completed their migration. This critical stage ensured no user was left behind as the platform neared and ultimately reached its shutdown.
To address this, I designed assets that clearly communicated what had happened to Animelab and provided non-transitioned users with simple, actionable options for joining Funimation. From detailed support messages to visual guides, every element was crafted to ensure clarity and accessibility, guiding users through their next steps with ease.
This phase emphasized that while Animelab was saying goodbye, users were welcomed into an even larger and more vibrant community with Funimation.
Conclusion
The Animelab-to-Funimation transition was more than a platform migration; it was a carefully orchestrated journey designed to honor the loyalty of Animelab’s audience while introducing them to the enhanced possibilities of Funimation. Through each phase—building awareness, generating excitement, leveraging exclusive content, and supporting users through the closure—I ensured that every creative decision prioritized clarity, trust, and engagement.
This project demonstrated the power of thoughtful creative direction in navigating change. By blending strategic messaging with compelling visuals, we not only facilitated a seamless transition but also strengthened the connection between Funimation and its newly expanded community in Australia and New Zealand. The result was a migration experience that wasn’t just about moving platforms—it was about welcoming users into a new and vibrant entertainment ecosystem.