Context
I create and direct experiences for kids through thoughtfully designed products and packaging. My work spans art direction, visual storytelling, and physical product – from collectible enamel pins included in subscription boxes to playful, immersive packaging for our yearly advent calendar. Each project is an opportunity to craft moments of delight and discovery, making products feel engaging and memorable.
I focus on how kids interact with a product in real life – not just what it looks like, but how it feels, how it’s unboxed, and how it sparks curiosity and play. My role is to ensure every visual element supports a cohesive, joyful experience that resonates with kids and families, while staying aligned with brand standards.
Design Approach
My work focuses on shaping the visual experience of our products, from illustration and photography to packaging design. I collaborate closely with illustrators, photographers, and contractors to bring playful, cohesive designs to life, guiding key aspects of the experience so each product moment feels intentional and fun.
It’s a highly collaborative and creative process that involves presenting concepts to stakeholders, communicating ideas to ensure visual elements align with the overall vision, and experimenting with different solutions. I work closely with the team to craft illustrations, layouts, and packaging that come together to form cohesive, engaging, and fun product experiences.
Challenges
The biggest challenge in this work is simply figuring it out! Most projects are things I’ve never done before. Designing an enamel pin? Creating a flip-book-style animation that actually reads at 24 frames per second? Each project brings a new, highly specific use case that requires experimentation and flexibility.
Creative problem-solving has become a core part of my process. While designing the flip-book animation, for instance, our team realized the initial concepts didn’t read clearly at the slow frame rate. We adjusted, tested, and created gif mockups to refine the motion until it felt right.
Early concepting can also be tricky, especially when a project starts with a rough idea that still needs definition. Our team often continues iterating through execution, discovering more seamless or elegant solutions along the way. Cost constraints are another constant, but I’ve learned that there’s not much that excellent design and illustration can’t solve. One favorite example: my idea to make our advent calendar packaging look like mini crates (a nod to our actual product packaging) was both cost-effective and a big hit.