I have worked with prominent companies such as Starbucks and Whole Foods Market, and volunteered with the American Red Cross, all of which maintain rigorous brand and campaign standards. My experience also extends to medium-sized brands like CultureFly, smaller companies such as Orthopedic Associates of Dutchess County, and my own brand, Bruckaroni Toys n’ Thangs. At these organizations, I have developed cohesive visual identities, collaborating with major studios such as Disney and Universal and drawing on iconic brand guidelines. This diverse background has given me strategic insight into creating resonant brands and packaging.
Before I joined, CultureFly packaging relied heavily on licensor assets, resulting in products that lacked a distinct brand identity. With Flip 'ems!, my goal was to establish a unique and cohesive look for CultureFly across the form factor. Introducing our own branding into licensed products was a new approach for many licensors, making the process particularly challenging, especially with Disney. To facilitate understanding and gain approval, I developed comprehensive brand guidelines and negotiated compromises that satisfied both parties. Today, Flip 'ems packaging is easy for anyone to design on brand and is often approved quickly by licensors.
See ‘em in action!
I can’t share the full guide, but here is a selection of pages that helped Disney approve the brand.
Meltz is CultureFly’s most popular and consistent form factor. Before my involvement, products were packaged in polybags, and the PDQ featured an ice cream truck design. While the layout was cohesive, it relied heavily on licensor assets. Initially, I maintained the existing design, but I gradually infused more personality by updating the truck colors to suit each licensor, refining the layout and copy, and advocating for 3D renders instead of traditional photos. Throughout this process, I continually sought out innovative ways to evolve the packaging.
Soon after joining, I began experimenting, starting with this New York Comic Con exclusive packaging, which could also serve as a display case. I love creating packaging that's both functional and visually appealing!
A little over a year ago, we launched our first original series. This marked the moment I infused even more personality into the brand, inspired by my passion for Halloween, food advertising mascots, and illustration.
This winter we had an opportunity to get the Meltz into Target, who had never sold them before. They requested that they be sold in tear boxes instead of polybags. I was excited for this change and knowing the popularity of the really into creating more of a consistent brand for
The ghost I illustrated holding a Meltz was very well received, so I began exploring whether we could get licensors to approve this concept as well. By this point, we had officially moved away from the truck and embraced this new layout.
