Squishmallows is a beloved toy brand — but its fragrance line had a different audience to win over. The work needed to honor the iconic characters and playful storytelling without feeling like it belonged in the toy aisle. 

Keep the characters, elevate the world they live in. We leaned into the Squishmallows DNA but translated it through a more mature, design-forward lens. Each character drove its own visual mood — cozy, clean, or moody — while social stayed rooted in the everyday moments of a 18–45 audience. Relatable, elevated, and always on characte

 As a Creative Director I led the strategic and creative vision from ideation through final execution — defining the creative territory, building the visual language, and ensuring every touchpoint (packaging, social, video, in-store) showed up cohesive, intentional, and high-end.