SENIOR ART DIRECTOR
SENIOR ART DIRECTOR
Every brand reaches a point where the way it looks and sounds has to catch up with what it's becoming. tonies® is on its way from startup to global icon and the branding needed to keep pace. I took the brand strategy and what agency Anomaly created as a starting point, and expanded it into something that actually worked in the real world –based on my experience with the inner workings of the brand, I expanded the brand guidelines to be thorough enough so they work across markets, channels and every touchpoint the brand touches. We developed a TOV that held onto the core values the brand started from, but with a hint of how much they have grown. We developed design elements that aren't just beautiful in a deck but functional at scale. And a design system that created global consistency in a way tonies had never had before.
The real measure of a design system isn't how it looks in a deck. It's whether it holds up in the wild – on tonies.com, across Instagram, facebook, print, OOH, in retail spaces globally. The consistency is there, but the work is not done. I trained the team to continue expanding the brand world, to go deeper into what it really means to be uniquely tonies® and the power and agency of listening it brings to kids around the world.
