How to design and promote a cartoon brand are always interesting questions to the contemporary cartoon industry. To the rising Chinese cartoon business, we need to find a suitable way for its continuous development. Through reviewing the evolution of some classical cartoon brands in the world, the history and current status of Chinese cartoon industry, I have found that, cartoon making is no longer purely an art form, but rather a concept of brand design. Like fashion, cartoon brand design asks for a constant self-re-innovation to meet the change in culture and aesthetic standards.

On the other hand, new technology innovations always affect the concept of cartoon and its artistic style. Application of novel techniques into cartoon making has already propelled the cartoon industry at fascinating speed. This thesis work will also review some best examples to illustrate such relationship between technology innovation and cartoon industry evolution.

As the main body of this thesis work, I will present my original cartoon brand creation-the world of Kethelavia -to demonstrate my vision of cartoon brand making. Kethelavia has a plot and role design derived from a popular Chinese mythology. It incorporates western graphic design style and popular digital techniques in its artistic form. Action Script 3 is one of the core techniques that are used to power the interactive interface between the designers and the customers. The Kethelavia concept and its products will be promoted in the form of an interactive webpage through the Internet. Its potential customers are actively engaged to experience the world of Kethelavia in multiple ways online.