During my time at Moose Toys, I serve as a lead designer across numerous Bluey game products. My primary responsibility is translating the established style guide and licensed assets into fun, eye-catching packaging for preschool audiences. These projects range from simple closed setup boxes to more disruptive open tray and window try-me packaging formats. Collaborating closely with product designers and structural engineers, I helped develop packaging structures and packout solutions tailored to each unique product. I then extended the visual identity across the full product experience, ensuring the packaging, game components, and instruction materials all felt cohesive and engaging. To further support the graphic direction, I frequently planned and directed lifestyle photoshoots for use across packaging and marketing assets.

Now that the Bluey franchise is approaching its fifth year, one of my favorite creative problem-solving challenges has been finding ways to innovate within the established packaging guidelines while still remaining true to the brand. These approaches have not only helped our products stand out at retail, but have also helped keep the brand feeling fresh and continue generating enthusiastic consumer feedback.

Moose Toys’ Bluey games have become best-selling, award-winning products around the world. Over the years, I’ve developed visuals for an extensive range of Bluey items, including international products translated into seven different languages and distributed globally. Below is a gallery featuring just a selection of the products I’ve worked on.

Packaging Design

Photoshoot direction

Game Component Design

Instructions Design

Structure / Dieline

Licensor Communication

Brand Cohesion

During my time at Moose Toys, I serve as a lead designer across numerous Bluey game products. My primary responsibility is translating the established style guide and licensed assets into fun, eye-catching packaging for preschool audiences. These projects range from simple closed setup boxes to more disruptive open tray and window try-me packaging formats. Collaborating closely with product designers and structural engineers, I helped develop packaging structures and packout solutions tailored to each unique product. I then extended the visual identity across the full product experience, ensuring the packaging, game components, and instruction materials all felt cohesive and engaging. To further support the graphic direction, I frequently planned and directed lifestyle photoshoots for use across packaging and marketing assets.

Now that the Bluey franchise is approaching its fifth year, one of my favorite creative problem-solving challenges has been finding ways to innovate within the established packaging guidelines while still remaining true to the brand. These approaches have not only helped our products stand out at retail, but have also helped keep the brand feeling fresh and continue generating enthusiastic consumer feedback.

Moose Toys’ Bluey games have become best-selling, award-winning products around the world. Over the years, I’ve developed visuals for an extensive range of Bluey items, including international products translated into seven different languages and distributed globally. Below is a gallery featuring just a selection of the products I’ve worked on.

RESPONSIBILITES