art direction | graphic design

As Fisher-Price went through it's notable brand redesign, I led the packaging redesign for Little People. I wanted to keep the integrity of the brand elements, while refreshing them to feel current.

I worked with artist May Huang to refresh the character art. We replaced grey tones and dark shadows with warmer tonal shading. Eye shape became more oval and highlights were incorporated to add sweetness. We made these changes to all existing art. Previously only characters from our youtube content were used on packaging; we decided going forward to expand the world of Little People by creating new art for the figures included in each new playset or figure pack.

To align the packaging art more closely with the Fisher-Price redesign, I led the direction for a new liner art style. Moving to this 2D style allowed product to stand out better against packaging, and added flexibility to compliment each product pack out best.

I worked with artists, James Talbot and May Huang, to develop a library of liner art settings. This diverse assortment of settings brings product to life in a new way!