communications + brand development
reDESIGNING a global brand
Sassy's extensive line of developmental toys are sold in over 70 countries worldwide. As Art Director, I oversaw the brand's first major refresh since it was introduced in 1996.
Building off the brand's insightful designs, bright colors and reputation for superior quality, I lead a comprehensive resdesign of the company's brand identity, which included packaging, trade show displays, photography, and marketing materials.
The new branding was very popular with our customers, and led to increased market share in retailers like Wal-Mart, Target, Buy Buy Baby, and HEB.
The new branding created opportunities to participate in Black Friday promotions for Wal-Mart and Target for the first time in the company's history.
Sassy's large portfolio of products & sub-brands required many types of packaging structures and methods. It was important to create a familiar brand language that allowed each product to showcase it's key features, yet maintain brand consistency at retail.