My Role
- Art Direction
- Branding
- UI Design
Date
- 2021 - 2023
As Art Director, I set the creative direction, ensuring a seamless alignment of the visual identity across the product, starting with establishing a solid foundation through a coherent Brand Book reflected in our Design System and applied throughout our creative design processes in the product development.
Collaboration with cross-functional teams, Product, Marketing, and DevOps, led to a user-friendly interface, streamlined processes, and effective communication for our primary audience, children.
My Role
I led the creation of a design system based on our product and brand guidelines. The goal was to unify the look and feel, refine components, and build a solid library to guide product development.
We made life easier for the DevOps team by simplifying localization and deployment, which saved a lot of time.
By setting up a shared language and tools, we reduced misunderstandings between design and development.
In the end, the design system became a central hub that connected teams across the company and kept our communication consistent—inside the app and beyond.
Evolution and digital transformation
🚀 New app version → improved functionality + fresh design
🎨 UI direction defined → boosted engagement with smooth transitions & micro-interactions
✍️ Typography refined → clearer hierarchy, better readability & accessibility
🌈 Expanded color palette → highlighted key actions, enhanced user interaction
🖼️ Custom icon set → seamless categorization & easier content navigation
The Art of Expression, Communication, and Storytelling
From 2021 to 2023, I led initiatives to align App Stores, Google Ads, and our website under a consistent brand narrative — making users feel part of Playground TV through creative storytelling.
Phase 1 (2021–2022): Established presence in Android & Apple App Stores with messaging around our mission: “learn & be entertained.”
Phase 2 (2022): Highlighted product features. Language-based cartoon selection, 120+ shows, 20,000+ episodes.
Phase 3 (2023): Evolved narrative to emphasize multiculturalism, multilingualism, and new features like show categorization.
Results:
📱 Top 5 favorite Kids’ Apps on the Apple App Store (several weeks)
⭐ Maintained a 5-star rating through product quality & clear communication
🎥 Google Ads campaigns: 16.7k+ views, 90% avg. watch rate
📧 Email marketing: authentic, human-centered messages → stronger audience trust
Playground TV Heroes Unleashed
From business cards → to trading cards → to award-winning campaign
To celebrate our belief that every employee has unique talents, we reimagined traditional business cards as superhero trading cards.
I defined the visual style and collaborated with an illustrator to create personalized superhero characters that reflected both professional roles and personal interests.
Impact:
🎴 A full collection of trading cards for each teammate → fun, interactive way to learn about one another
🦸 Characters became avatars across internal & external social platforms, strengthening company identity
🏆 Won Gold at the Hermes Creative Awards (Internal Communication Campaign category)
