Creators: Jonathan Bayme on Designing Licensed Playing Cards

Jonathan Bayme, founder of theory11, has mastered the art of turning global brands into collectible works of art.... one deck of cards at a time. This interview was originally conducted by Deej Johnson for Brands Untapped. Read full interview here! We’re sharing it here on our first Creators feature of 2026 because Jonthan’s insights into designing licensed playing cards are pure gold for anyone who loves cards, design, or both. 

From reimagining classics like James Bond, and The Beatles to immersing himself in the worlds of Harry Potter, The Avengers and Lord of the Rings, Jonathan reveals how theory11 turns licensed brands into intricate, collectible decks that fans treasure for a lifetime.

Each licensed deck begins with a blank slate. Bayme’s team never reuses existing artwork. Instead, they immerse themselves in the brand’s world for months — sometimes over a year — studying its history, style, and fan culture.

The goal is to create a deck that super-fans will see as the ultimate collectible, packed with hidden nods, easter eggs, and tributes that reward close inspection.

The process is meticulous. Style guides from licensors are only a starting point. There’s no “King of Clubs” template in a movie brand’s design bible. Every ace, court card, joker, and tuck box is custom illustrated, produced with premium printing techniques like letterpress, foil stamping, and embossed detailing. 

In some cases, licensors have even asked theory11 to provide a “cheat sheet” to decode the sheer number of references embedded in the artwork.

Over time, theory11 has earned the trust of major licensors by making their brands look not just good, but “better than they ever thought they could look.” Bayme insists on working only with properties he’s passionate about, ensuring authenticity in every design choice. 

That passion, paired with an obsessive commitment to detail, has made theory11 decks a benchmark for how licensed products can be elevated into high art.

Read full interview here!