​THE CHALLENGE

Bring this iconic brand to the preschool construction aisle at retail to compete with long established brands
like Lego and Mega Blocks. Need for an “out-of-the gate” compelling product with immediate wow factor.

THE SOLUTION

Every kid loves a big dump truck! Chunky preschool styling combined with multiple block
play surfaces, portability and storage appealed to both kids and parents. This item performed well at
retail with $2.5 MM+ in total sales for 2018.

​THE CHALLENGE

Create a storage solution for the popular Tonka Tinys vehicle program.

THE SOLUTION

Maximize the dual purpose of storage and play into one compact and portable product. The case opens
into a construction themed playset with lots of sculpted detail and accessories for different ways to play.​

Investment in new tooling was made 2018 to create a more contemporary construction line called Power Movers.
Dozens of product graphics and overlays brought freshness to the line. The Lights & Sound features activate the child's
interaction with the vehicle to create an engaging and realistic, TONKA tough play experience.

I guided all development for one of the first properties to feature the POP aesthetic - My Little Pony. It's interesting to note that it was not initially well received. Liberties were taken with the established characters that, in time, people came to accept. My position was to embrace the new form factor as an extension of the IP, recognizing both MLP fans and collectors would be drawn to it. Who knew that POP would go on to become the cultural phenomenon that it is today!

Playing off the POP styling, these Cupcake Keepsakes combine collectibility with the foodie trend.

THE CHALLENGE

Develop a high-end plush for the Specialty market to further leverage/maximize the phenomenon of the animated My Little Pony show’s appeal to both the young and adult demographic.

THE SOLUTION

I drove the design and development through several rounds of overlays to achieve a character accurate model that featured rooted hair, sparkle fabrics and quality of construction. At a price-point of $15, the product line that met revenue targets, appealed to kids for the cuteness factor, and adults for collectibility purposes.

My Little Pony has enjoyed a long and successful run at Build-A-Bear. The business has continued to grow due to a deep character assortment.

THE CHALLENGE

Leverage the “hair-play” attribute of the My Little Pony toy line via increased consumer products in the role play category at retail.

THE SOLUTION

Innovate— meaning, never underestimate the magical appeal of color changing horns! Using a compact composition that maximized the head size of the pony, I created a new form factor that differed from the traditional human styling heads/busts already in market. I provided the initial concept sketch and oversaw the development of multiple styling heads. Each item included a magic feature that connected to the pony’s personality.

The fun and challenging part of this product was translating the pony to a new form factor (the cylinder). Only the most essentials details were utilized yet the character integrity was maintained.

I designed these doll strollers to feature kids favorite ponies with corresponding signature color palettes. For $15 each, they bring lots of fun and creative mommy role play.

THE CHALLENGE

Visualize a cross promotional expression of two iconic properties into one vehicle. Maintain the core integrity of each brand.

THE SOLUTION

I designed and rendered these vehicles to help demonstrate the fusion of brands. Custom details, signature iconography and core colors were featured that resulted in a balanced and elegant blend of both IP’s.

THE CHALLENGE

With a pricepoint of $300, this game required a premium and fully comprehensive brand execution that would drive Transformers G1 fans to purchase.
True to story content and an immersive branded play experience were critical.

THE SOLUTION

The core brand DNA (transformation) was infused into the game to engage the consumer. The “hidden reveal” was a picture frame that unfolds to expose the Monopoly gamepath. It doubles as both a playable game and a hangable piece of art. I created and guided custom content that tied in with the 1980’s animation. Whether it was Energon cubes, fan favorite tokens, or G1 specific title and deed cards, the edition was an authentic blend of two iconic brands.

THE CHALLENGE

In the ultra-competitive R/C retail category, create a contemporary and compelling product based on the old classic Volkswagen Beetle.

THE SOLUTION

I managed development to ensure a dynamic product offering at a $59.99 pricepoint. Baha styling, monster wheels, working headlights, undercarriage lights, and a rechargeable battery make for a cutting-edge design. I worked closely with Volkswagen to secure approval.

This ball pit turned out very close to my original sketch. Kids can pretend they’re Optimus Prime!

THE CHALLENGE

Visibility at Party City. There is a huge variety and breadth of well-known Licensed character brands competing for shelf space.

THE SOLUTION

My party plate design was implemented across other components in the line (napkins, cups, favor bags, invitations, banners, etc.) Bold dynamic poses jump off the page to capture the eye and imagination of kids.

THE CHALLENGE

Translating a traditional toy brand into a lifestyle brand that consumers could engage in. We needed to develop and deliver 40+ SKU’s to market in approximately 7 months.

THE SOLUTION

I hired and directed an external design agency to create this Nerf inspired pattern, providing a creative brief based on brand attributes, trend inspired graphics and styling cues from the Nerf blasters. The pattern was ultimately developed in one week and established a consistent look across all items. I oversaw product development, resulting in $700K in royalty revenue.

THE CHALLENGE

Visualize the Nerf Brand in other retail categories beyond the toy/blasters to test with consumers as to how it might perform.

THE SOLUTION

I created several product concepts for categories that included HBA and Food/Beverage. The designs picked up styling cues, colors, and sculpted detail from the blasters and featured the iconic shape of the Nerf dart. The result of the focus groups provided valuable consumer insight that helped inform merchandising strategy.

THE CHALLENGE

The old packaging was visually crowded, over segmented and presented a confusing message at retail.

THE SOLUTION

Packaging guidelines were established to create a consistent brand architecture. The placement of components, fonts, callouts, tagline and messaging were all defined. Eleven segments were consolidated into three, using metal themed backgrounds to maintain differentiation and underscore the rugged nature of the brand.

THE CHALLENGE

Extending the beloved brand synonymous with doll play into new consumer product categories. The global deliverable needed to ensure Baby Alive messaging clearly and position product for brand consistency.

THE SOLUTION

The brand DNA was infused into all 2D and 3D assets to make Baby Alive “own-able.” Ensured brand standards, attributes, logo and iconography usage guidelines for Licensees. Beyond the creative execution of the deliverable, this was an exercise in collaboration, as it was critical to align with the global brand team, marketers and designers.

MY LITTLE PONY PRODUCT TOOLKIT

THE CHALLENGE

A family owned small business needed branding to differentiate their product in the crowded hot sauce market.

THE SOLUTION

Capturing the carefree spirit of the head chef, I provided several logo designs from which to choose from. The clever use of peppers to portray a face and moustache was selected. The design represents the Caribbean heritage that is dear to the family’s heart.

This logo features dual meaning that engages the eye. It captures the feel of the rugged outdoors with a simple approach by incorporating the letters ‘N’ as a mountain and ‘Z’ as a river.

THE CHALLENGE

Private labels are no longer associated strictly with value oriented price points. Create an upscale brand identity that is competitive with national brands.

THE SOLUTION

Combining a vintage motif with contemporary typography, this elegant design conveys luxury and quality that consumers can invest in regardless of brand recognition.

THE CHALLENGE

Integrating two well established brands (the refined Pottery Barn aesthetic with the culturally iconic Twister) .

THE SOLUTION

Using the peace/love trend, I oversaw the development of this game with an elegant and sophisticated color palette to appeal to older kids. The end result was a beautiful balance between two distinctive IP’s.

THE CHALLENGE

Create a package design for Hot Topic that correlates with the Collectible category and targets an older fan/consumer.

THE SOLUTION

Launched in 2010, the My Little Pony animated TV show, resonated with kids and Bronies (bros who like ponies) alike, with a deep character base as part of the appeal. This package design was applied to dozens of characters and drove collecting among fans. The program was so successful at Hot Topic that it was eventually brought to MASS retailers, underscoring the brands' ability to reach multiple audiences in appropriate channels.

THE CHALLENGE

Communicate to the consumer the many product features of a new youth electronic within a small packaging format.

THE SOLUTION

This unique package featured a foldout panel that provided more space to maximize messaging.

CAREER WORLD MAGAZNE

LITTLEST PET SHOP

WALGREENS

TARGET

TARGET

Every year, I create a Christmas Music Mix for friends, family and colleagues. It’s an eclectic mix but my favorite part is the cover illustration. Over the years, it’s become more difficult to keep up with the demand!

DOLLAR TREE

WALGREENS

GILLETTE

The concept behind these pieces created for Antiques Roadshow was that every antique has a story behind it.

BARNES AND NOBLE

3D character posing + rendering

network contracts

sketches

golf coverage

To celebrate the release of the Bumblebee Movie, I designed and directed this large art installation using Post-It notes. The brand DNA theme of “More Than Meets The Eye” transformation was demonstrated by a VW Beetle changing into robot Bumblebee running into action. This innovative design combined a high res photo-rendered printout with traditional flat style Post-It notes. Through precise placement and planning, the notes were used as “digi-pixels” to depict the transformation effect. How many sticky notes? Approximately 3,900!

My team and I collaborated with Universal Studios for several months developing this thrilling and intense ride/attraction in Orlando, FL. At the time it was the most technically advanced ride that Universal had ever created. Highlights include an immersive story experience, a 4,000 x 4,000 resolution screen, 2,000 feet of track, blowing air, tilting seats, vibration and audio that enhance the sense of acceleration. Actual size, movie accurate robot “mascots” created an authentic and completely immersive consumer experience. The development of all merchandise was directed through the team.