Begin
As VP Brand Creative at Begin, I crafted the visual storytelling for an innovative family of educational brands - HOMER, Little Passports, codeSpark, and Learn with Sesame Street. By bringing Marketing and Product teams together under a unified creative vision, I built brand experiences that captured imaginations and delivered results.
Little Passports repositioning
To differentiate Little Passports in an expanding market, I spearheaded a creative transformation that amplified the brand's unique storytelling power. By spotlighting the unique magic of each kit and crafting more immersive visuals, I helped the brand stand out in an increasingly competitive landscape.
Learn with Sesame Street launch
Developed and concepted a multi-channel launch campaign that introduced HOMER/Begin's collaboration with Sesame Street. The campaign showcased how this first-of-its-kind platform combined digital and hands-on activities with social-emotional learning. Working closely with Sesame Workshop, we developed targeted messaging that resonated with both parents and kids, deploying it through an integrated mix of website content, email campaigns, and paid marketing initiatives.
PAID SOCIAL
Meta ad creative strategy and execution for campaign messaging.
HOMER rebrand
Playful, dynamic, and full of heart. I reinvisioned the HOMER brand with a bold and energetic visual identity, developed the style guide and provided guidance for the digital design system. I partnered with the Product Design team on the app UI, the Children’s Content team on the character and world development, and the Tangible Product team on the activity kit design.
“I Did It!” Moment Campaign - HOMER
To help drive brand awareness, we launched a 360 integrated brand campaign to celebrate all those joyful, high-five, happy dance moments that lead to learning confidence. Illustrating the skills kids are learning with HOMER and showing how they translate IRL by creating parallels between learning content and the real life “I Did It!” moments.
The concept for the campaign video: Life with kids is wild, unpredictable, and messy. Storytelling the trials and tribulations of the learning journey via a faux nature documentary style narrative (couldn’t resist a David Attenborough-esque VO artist). Documenting kids in the natural habitats trying to learn something, failing and trying again.
PAID SOCIAL
Meta ad creative strategy and execution for campaign messaging.
Begin
As the parent brand to HOMER, Little Passports, codeSpark and Learn with Sesame Street, Begin’s mission is to give every child the best start to achieving their fullest potential. We believe early learning is the key to unlocking growth at every stage of life. Because how we begin can impact how far we can go.
Working with an external branding agency and leading an internal multi-disciplinary design team, I led development for Begin’s visual identity that compliments the individual sub-brands, works across all digital and print mediums, and strikes the right balance between parent and kid appeal.
For our launch campaign, we developed creative for TV, paid and organic social, and the website to start to build brand awareness and promote the Begin brand and the Begin Membership.
PAID SOCIAL
Meta ad creative strategy and execution for campaign messaging.