Visual Identity & UX/UI

Jazwares, a leading global toy company, is all about making great products that bring moments of pure joy, spread smiles, and ignite imaginations worldwide. Founded in 1997, Jazwares, a Berkshire Hathaway company, celebrates imaginative play with a progressive focus on identifying new and relevant trends to transform into high-quality products for consumers of all ages. 

My role as the Director of Creative Services was to create, evolve and manage the corporate visual identity, typography system, color palette, mascot design, website and DTC website UX and UI, and brand application across digital, print, and social. 

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One of my primary challenges was positioning Jazwares as a master brand across a vast, highly diverse portfolio of licenses and IPs. To solve for brand attribution without competing with partner IPs, I leveraged an intentional visual identity system. By establishing a signature blue color and energetic accents colors, an inviting and fun typography, and an approachable, fun mascot, I elevated Jazwares from a background licensor to an energetic, instantly recognizable brand.

MY ROLE:
Creative Direction
Visual Identity
Mascot

UX / UI
More...