Identity Management & SSO Architecture
As Warner Bros.’ digital ecosystem expanded across iconic brands and platforms, a unified identity system became essential. I led the implementation of a global Single Sign-On (SSO) architecture that was both scalable and brand-flexible, ensuring a seamless user experience—whether fans logged into Ellentube, the Harry Potter fan portal, DC Comics, or internal company platforms.
Unified SSO Across Brand Universes
Our custom-built SSO goal was clear: create one login that could power experiences across products, regions, and IPs—while preserving each brand’s visual identity and user experience. With this traceable, reusable login, we not only streamlined access but also unlocked hyper-personalized customer journeys. This allowed us to understand user behavior holistically, tailor content and recommendations to each brand touchpoint, and foster deeper engagement throughout the Warner Bros. digital universe.
SSO Concept
One Login. Every Experience. Seamless Across Brands.
Project Snapshot
Brand-Cohesive Login
Instantly themed to reflect IP (Harry Potter, Ellen, DC, etc.). As Warner Bros. expanded its global digital ecosystem, I led the design of a Single Sign-On (SSO) system supporting brands like Ellen, Harry Potter, DC Comics, and company-wide platforms.
Unified SSO Across Brand Universes
targeted engagement, data-informed content, and a brand-consistent UX—powered by a personalized, cross-brand login framework.
Global Scalability
From localized login logic to social/email auth options. We implemented Okta OAuth for secure authentication, enabling users to move seamlessly between WB and parent-brand platforms with a single login.
Reusable Templates
Streamlined deployment for new products or global regions. This created a unified identity layer that centralized access, reduced friction whether during build or use, and supported consistent experiences across storefronts.
The result:
Results & Capabilities
Faster onboarding and drop-off reduction through streamlined, secure UX
4+ Product Suites enabled with theme-switchable UI and shared SSO logic
30% Reduction in engineering time for future product login implementations
Multi-region scalability with email, phone, and social login support
Behavioral insight across IPs, enabling smarter cross-brand personalization and retargeting
1 Unified Login Framework powering experiences across Ellen, DC, Wizarding World, and internal platforms
Identity & Access Tech Stack
Authentication & SSO
Okta OAuth · Centralized SSO Service · Unified Session Token Layer
User Identity Management
Profile Normalization Logic · Role-Based Access Control (RBAC)
· Custom IP Theming · JWT & OAuth2 Standards
Final Notes
This initiative proved that identity systems aren’t just back-end infrastructure—they’re brand experiences in themselves. By unifying access across Warner Bros.’ properties, we created a foundation for scalable personalization, streamlined login, and smarter customer understanding across one of the world’s most iconic IP ecosystems.
