project overview
project type
Design System
year
2024
role
Lead Designer & Illustrator
Visual Language
I created a cohesive brand system and library of reusable assets to give our Halloween content a recognizable identity. I designed the system to mix, match, and recombine across projects—giving each experience its own personality while keeping the larger brand cohesive and significantly reducing production time.
Scaling the System
Not every project needed the same level of complexity. Program pages and promotional materials used simple spot illustrations, while priority campaigns were more customized—building on the same illustration library with fully illustrated scenes and custom graphics.
Designed once. Built to keep working.
The system became a reusable foundation for Halloween content year after year, improving speed and consistency while expanding beyond the US to teams across LATAM and Europe.
