Customizing virtual assets is disclosed, including: transforming each of a plurality of initially identical copies of a virtual asset or a portion thereof to isolate a feature of the virtual asset or portion thereof; and enabling the isolated feature to be changed by a user in at least one of the transformed copies. In some embodiments, customizing virtual assets includes: receiving a three-dimensional model associated with the virtual asset; receiving an indication to save a two-dimensional virtual asset based on the 3D model with a 2D image wrapped on it; and using the 3D model with the 2D image wrapped on it to generate the 2D virtual asset.