U PLAY
BRIEF
Create an original, artistic kids brand for U Brands, designing a strategic, flexible brand system that can evolve over time and stand out in a crowded market.
SOLUTION
Relying on our vast experience with kids' brands, we revolutionized the colors, shapes, and products in the category, infusing fresh energy into it.
SERVICES & SUPPORT
Branding , Creative Direction, Experiential, Illustration, Messaging, Packaging, Product, Strategy
Creative Direction: Garry Booth, Nick Marquez
Additional Support: Jason Daily, Josh Goldfarb, Daniel Chae
Crafting Childhood Memories
Tasked by U Brands to build a kids brand from the ground up, we rolled up our sleeves. Our team, with rich experience from Lakeshore, RoseArt, Mega Brands, and working with the LeapFrog license, was determined to bring an artist-inspired vision to life. We designed a brand system that was both strategic and flexible, preparing for future growth. We started with kids' art materials, infusing innovative touches into the colors, shapes, and products in the category. At a compact trade show launch, we drew visitors into the imaginative world of U Play, highlighting the distinctive illustration style, largely developed by Nick Marquez. as well as the industrial design prowess of Josh Goldfarb and Daniel Chae.
