In 2014 several toy brands from Kids 2's family of brands were lacking differentiation and in need of an update to better appeal to each brand's primary audience. Bright Starts, Baby Einstein and Comfort & Harmony were three of the initial brands that were part of a much larger, multi-year project.

The brands received a complete overhaul including: refined positioning, new brand identity, an expanded design palette that encompassed a multi-level brand architecture and detailed brand guidelines for a wide-range of product, packaging, marketing and retail applications.

As Creative Director for this project, I built and led a collaborative team of internal creative team members (across multiple creative disciplines) and strategic external partners to develop a differentiated design style that truly reflected the brand's essence. My role was leadership and creative oversight from strategy and concept to brand guide development and global implementation across every touchpoint.