Toyworld

Branding
Art direction
Design
Illustration
Photography
Digital design
Video production

I was the Lead Designer for Toyworld from 2016-2018. During this time I developed an identifiable brand style for the franchise, using popular kids’ media ( … mostly cartoons I liked ) as a reference point for their visuals. Campaigns became vibrant, pop-art compositions where toys interacted with typography, kids were captured at play and fun was the central focus.

This was a challenging design process, balancing clear hierarchy and bold sales messaging with vivid brand colours and large amounts of product imagery - and then keeping this balance consistent across design team outputs. Each sales cycle was based on a different kids theme (magic, stickers, underwater etc), while following a design system with common rules & components that could be shared. This visual system I developed worked across catalogues, digital advertising, TV, web, email and print and is still in use.