Art Direction & Design
Illustration
Concept & Asset Art
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Smarts & Crafts
I designed the logo and overall branding for Smarts & Crafts, a sustainable and accessible kids arts & crafts line created by Todd Oldham.
The S&C logo is meant be visually friendly in either a 2D or 3D space. The design aims to invite the viewer to imagine the logo itself as a playful object, complete with additional sides and dimensions.
I additionally created the overarching branding language for the entire Smarts & Crafts product line and the corresponding packaging. S&C’s packaging involves multiple hand-drawn elements and numerous custom patterns that were spread across the entirety of the brand. Additionally, the packaging contained unique box shapes and diecuts that corresponded to each product.
I worked on the artwork for each packaging design along with the rest of the team at Todd Oldham Studio. There were two series of packaging designs, ones that were predominantly black, and ones that had their own designated color.
smartsandcrafts.com
Smarts & Crafts Webshow
Alongside the Smarts & Crafts branding, I created digitally drawn animations for an interactive webshow version of Smarts & Crafts, in a hand drawn style that still aligned with its initial branding. What’s That, Ask Todd, and Good Idea were all part of the online show, an internet series for Camp by Walmart. They each worked as title cards for the beginning of their specific segments. Other hand-drawn elements of the branding were used for social media and digital purposes.
The interactive webshow contained full videos of crafting projects, that were occasionally interspersed with interactive buttons that would pop in. These interactive buttons were meant to focus in on one specific element or aspect of the overall project. The three themes were “Good Idea!”, “What’s That?”, and “Ask Todd”. I designed each button as well as the title card animation that it would flow to.