The team transformed the brand’s visual identity from a more domesticated, teal-and-purple wood texture look to a rich, multi-layered design inspired by indigenous patterns and motifs. This shift reflected the brand’s promise to make every day an adventure, infusing the aesthetic with a sense of exploration, authenticity, and cultural depth. The new look embodied a bold, adventurous spirit, resonating with customers seeking a deeper connection to their products.

 

This work was made possible through the incredible partnership of my cross-functional peers. While I led the creative vision and art direction, these collaborators played key roles in bringing the project to life: Pamela Wall (Illustrator), Keri Simbron (ToyFair design), GelComm (Creative Agency).