Creative Director / Toy & Game Inventor
As M&M’s expanded into emerging markets around the world, I led a team of designers and copywriters to create the brand’s first-ever comprehensive global system — ensuring consistency across markets, platforms, and languages.
The system included five color-coded books: Style Guide, Brand Manual, Emerging Markets, Packaging, and Seasonal. Beyond the usual elements like color, typography, and packaging standards, we also developed highly detailed animation and illustration reference guides for every brand character — giving partners worldwide the tools they needed to bring the characters to life with consistency and craft.
The guide also featured five supporting videos, including animation breakdowns, production best practices, and direction on how to seamlessly integrate the animated characters into live-action content.
The work was presented at an international conference in Russia, where the Worldwide CMO called it “truly best in class.”
Role: ACD / Art Director / Designer