Baby Einstein + Hape Collaboration
In a first-ever co-development collaboration for Kids II, I led a corporate initiative to partner with toy manufacturer Hape to produce an innovative new line of Baby Einstein toys to enter the toddler category. I drove development of 10 co-created products on an aggressive 9-month timeline that gained incremental placement in Target, Buy Buy Baby,…
Elf on the Shelf Licensing
These are just a few examples of licensed products produced under my leadership at Elf on the Shelf. Kudos to my team lead, Rob Yarborough, and designer/coordinator, Karena DeMent, on a great style guide and smooth approval process. >
Baby Einstein Visual Design Language
In early 2017, Baby Einstein was preparing for two major initiatives. They were not only redefining the brand and packaging, but they were also planning to enter the toddler toy category in 2018. As the design lead for product, as well as a key contributor to the brand strategy, I knew that it would be…
Elf Mates™ Brand & Product Launch
In early 2019, I was tasked with supporting the launch of The Lumistella Company’s first new brand in over 5 years. To get the creative efforts off the ground, I developed the core product consisting of 3 dolls (each representing a source of kindness and good deeds). Additionally, I created the initial style guide graphics…
Go for the Gold!
Working with the internal team at Hearthsong, we identified an opportunity in the lawn games market for an elevated aesthetic that appealed equally to adults and kids. In order to stay aligned with our brand purpose of empowering imagination, I knew that a 100% traditional approach to the gameplay wouldn’t be a fit for Hearthsong…
Santa’s Magical Photo Adventure
I was the project lead and creative director for The Lumistella Company’s first ever mall Santa experience. I worked closely with our partner Agency808 to deliver a brand-driven and family-friendly experience. I was responsible for all approvals, asset development, and interfacing with the clients. I also kicked off the process with concepts for how to…
Sensory Development Collection
Leveraging research into early childhood development, I led a talented team to develop a full program of products ranging from toys to a play gym. I synthesized all of my research into a series of infographics and mood boards that got the team off on the right foot. Throughout the process, my role was to…
Identity Design
I’ve helped dozens of clients make their visions tangible by helping them develop strong identity systems that are scalable and ownable. In one year, I helped get 3 Australian start-ups off the ground with full identity systems and websites! >