Jay At Play

Product: Boxy Girls

In 2018 the company Jay@Play expanded their product line with a doll line called “Boxy Girls”.

Each doll had a unique story, personality, and distinctive fashion style. I used this starting base to conceptualize design collateral that best served the brand in a very “Teen Vogue” kind of way.

I led presentations with Jay@Play’s key stakeholders to define the brand identity. These concepts turned into photographs and videos that starred in social campaigns, email blasts, digital banners, print ads for Toy Book and even their own stationary collection.

The visuals were key to constantly push the brand forward.

Each image was planned with our target audience in mind. I used the social platforms’ analytics to define the trends our consumer-base was liking and re-sharing. From those observations, the marketing team and I aligned on monthly content that showcased “national days” (i.e national best friends day, national pizza day, etc.), monthly magazine covers and influencer like life-style posts that portrayed the dolls trying new outfits and inspiring their friends to become the best version of themselves 🤝.