PLAYGROUND
The challenge:
Creating a brand exploration for large retailer looking to expand with a new venture in the kids and baby space. They wanted a playful, vibrant, but elevated brand feeling.Role + Responsibilities:
Visual Designer + logo design, icon design, UX/UI, brand design
Client:
GapDuration:
2 months![](https://freight.cargo.site/t/original/i/c9f9c3cfdaf49310c3e1c94a7ca79cbee74dd90a3b55bffc93ac0f09c2cd038a/billboardwithtree.png)
1. LOGO AND ICONS
I initiate my brand design process by focusing on the logo and expressive elements. This approach ensures a cohesive feel across all brand elements, allowing even small icons to convey as much expression as the logo itself.
![](https://freight.cargo.site/t/original/i/14305c9e79d260b616f49e1c78e56024e551f8d5d336f1d67c6b15099f42fc9e/stickers.png)
![](https://freight.cargo.site/t/original/i/d1d12823daf97163c8bd98468e7d0e3931bd94d67a73abe088b1476a59aa4efe/logo.png)
![](https://freight.cargo.site/t/original/i/b8351f8ad53732e812f0fecd8a4ec5b13ce9db26add78f9abbebb9faa649a841/icons.png)
![](https://freight.cargo.site/t/original/i/d39d86cb43752603de12f3828455166f71c545afb964dd1c3fec03fbee343884/color-and-photo-mood-board.png)
2. DIGITAL EXPERIENCE
Flows created for a customized mobile experience that is both playful and convenient. The UI incorporates the bold branding and playful voice. This digital experience integrates everything a parent might need and more into their shopping experience, including registries.
![](https://freight.cargo.site/t/original/i/e0461070bba245c3fce3ad76b18dfbfb3a621c05a66b7dfdbf322ed8844dcdb0/playground-other-formats.png)
![](https://freight.cargo.site/t/original/i/7983283e7f42b7f31b1c75be95530e5cf8b5ff0b7007068c9a5038ace9520705/heroscreens.png)
3. BRAND EPHEMERA
Incorporating the playful brand voice along with the joyful illustration style into something that parents would consider fun.
![](https://freight.cargo.site/t/original/i/3870f7307935d12b8ea6d2d449edf5965a2cddc58e7cf9f19357147aa155dd43/totebag.jpg)
![](https://freight.cargo.site/t/original/i/a61f5d4642c9552b15a07775bf7e64ca47236bbfb0137abf3c4ba804d4178633/box-Mockup.jpg)
![](https://freight.cargo.site/t/original/i/0b3ab6389fa19fafd0bf93c9893cdea739a184bd2b42df1767c0be10efa8beeb/billboardplayground.jpg)
I learned...
Brand design and creative direction fitting into a large conglomerate.
Building a playful brand voice
I grew...
Bringing brand design into UI and animation.