TOY BRAND & PACKAGING
IN RECENT NEWS...
International Toy Magazine Association Branding
Just launched the new logo design for ITMA with more to come!
FUNfluential LOGO
A totally fun new design was done for Deborah Stallings who is also a media correspondent for Adventure Media and Events, LLC.
Honored to help her bring this brand to life. More to come in summer 2023! ☀️
THE TOY INSIDER LOGO
What inspired this new design and what was the design process like?
As part of its first rebrand in many years, The Toy Insider team wanted the new logo to embody the magical, fun, and playful aspects of toys and the wonders of childhood. After several initial discussions with the team about style and direction, I created tone, mood, and iconography boards in order to zero in and refine the essence of our look. This helps unite client and designer in a shared spirit of brand direction, making the workflow easy from an initial concept to a final design.
Another design challenge was how to honor the history of toys and the toy industry without feeling dated, while also being modern and forward-thinking. After analyzing trending palettes and fonts, we decided on typography that has a slightly retro feel—a nod to the toy industry’s past—yet is also new and exciting (and trending!) as we look to the future. Once the letterforms were in place, we chose a playful shade of purple for the text color and added some purposeful sparkle to give it that fun and magical sheen.
MY TOY PORTFOLIO
BARBIE • HOT WHEELS • WWF/WWE • ROAD CHAMPS • FOAM ALIVE • KINDI KIDS • REAL LITTLES • LIL SECRETS
BARBIE
As visual storytellers on this iconic brand, we challenged the status quo by transforming her from a 16-year-old bride into a global fashion icon.
2016, 2017, 2018, and 2019 GDUSA awards and a few HOW Design awards for both Barbie and Hot Wheels.
I worked with a team from 2008 to 2018 on Barbie to look at keeping her socially technically, and environmentally relevant.
It is a big job to have Barbie as your boss!
Here are some highlights:
Took the brand from a younger light pink palette and soft look to a bold, modern look and feel on many categories of the brand including I Can Be, Fashionistas, and Lifestyle.
Video Girl, Designable Hair, Hello Dreamhouse, and Barbie Hologram were the more innovative projects I either worked on as a designer or managed for the team.
We implemented a historic brand shift by introducing new body types for Barbie and Ken and infusing more diversity in skin tones.
Worked with engineers and assembly line technicians to make the packaging more user-friendly, and environmentally responsible while maintaining structural stability for the long journey across the ocean to store shelves.
HOT WHEELS
Managed a team of designers, engineers and copywriters for the collector and core car lines at Mattel.
A few of our GDUSA award winners!
A reproduction of the original 16 Hot Wheels cars ever produced, complete with the Spectraflame and Redline wheels.
This gift set was made to look like a vintage gas pump.
MOOSE BRANDS
Led a team as Senior Art Director in Melbourne, Australia on all the brands you see here – KindiKids, Real Littles, Lil Secrets, Happy Places, Foam Alive, and GooGoo Galaxy.
The KindiKids brand was given a GDUSA award in 2020.
JAKKS BRANDS
Designed packaging in Malibu, California on the three brands you see here – WWE, Battlebots, and Road Champs.
