Art Direction
CSS Industries is a consumer product company highly specialized in manufacturing seasonal goods for mass-market retailers. As art director, I managed the creative development and approval process of the Valentine classroom exchange cards, packaging, stickers, décor, stationery products, and novelties. The Valentine line formerly by CSS Industries/Paper Magic Group® was the industry leader in classroom exchange cards and has the largest portfolio of licensed character brands which totaled over 300 skus for the 2019 year.
Below: In addition to managing all licensed character brands, I redefined the creative direction for the Studio 2/14 product line by introducing new formats, concepts, trend driven art, new typography and packaging treatments, as well as humorous and inclusive editorial. We partnered with independent artists and agencies like, Pink Light Studio in Seattle, and Brooklyn Nest in NYC, to achieve high-quality engaging art and design that would appeal to the buyer and customer.
Kitty Cacti and Bubbly Llama Artwork: Independent artists, Collaboration: Brooklyn Nest featuring pizza loving sharks.
Artwork: Pink Light Studio, Concept & Editorial: CSS Industries