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    Fisher Price was going through a branding crisis as they had no cohesive identity amongst all their toy lines. In response to this, they contract… Read More
    Fisher Price was going through a branding crisis as they had no cohesive identity amongst all their toy lines. In response to this, they contracted Duffy and Partners to give them a start on how to approach their packaging lines. This included incorporation of unified packaging into their whole brand language from web materials, point of sale, marketing, advertising and of course physical packaging. I was the primary designer who took over the Infant Core line and applied graphic brand styles to various packages. This included how we stuck with the brand style guide standards and conveyed all the necessary information relating to the toy which was needed by our primary audience (parents). The quantity of packages that I laid out required me to collaborate with the packaging engineers in order to see if certain aspects of a package could work. If it was truly an effective piece that would ultimately gain a lot of attention, it would then move forward and be sold at all of Fisher Price’s affiliated corporate chains such as Target, Walmart, and Kohl’s just to only name a few. Package layouts ranged from extra small to the largest toy they could possibly fit in a box. Throughout the entire process I laid out, mocked up, and presented to my managers on a daily basis how the toy would look and would convey Fisher Price’s new brand style. These packages also needed layouts for multiple languages, as Fisher Price is distributed internationally all over the world. This means that certain toys had to be laid out and designed for up to 12 languages. I would finish the primary American design and then would layout the same file and incorporate Fishers Price’s new brand style through multiple languages. Read Less
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