Care Bears
Caring Cuties and Cutie Companions
For the launch of the new Care Bears product line, Caring Cuties and Cutie Companions, the creative team and I were tasked with developing a fun, colorful, and eye-catching suite of content. The content was used across social media, Meta advertising, and e-commerce. Unlike many of the Care Bears products Basic Fun develops, this collection was designed to appeal to an older audience, with a focus on connecting with Gen Z.
I collaborated with internal teams and external licensing partners to develop a cohesive creative direction that brought the two brands together while introducing a fresh visual approach for Care Bears. I oversaw the project from initial kickoff through final asset delivery, working closely with Brand, Digital Marketing, and other internal teams to align on creative goals and campaign needs.
My responsibilities included creative and art direction, prop and styling direction, coordinating creative and licensing approvals with the Care Bears brand teams, and overseeing post-production to ensure the final assets were ready for delivery across channels.
ROLE
Creative Direction · Art Direction · Graphic Design · Production · Project Management
RESPONSIBILITIES
Concept Development · Brand Collaboration · Prop Direction · Styling · Licensing · Campaign Development · Production · Post-Production
The Direction
For the visual direction, I wanted to create a look that felt fresh, playful, and visually engaging while moving beyond the traditional Care Bears aesthetic. I researched current visual trends and campaigns that resonate with Gen Z and Gen Alpha, including the growing blind box and collectible plush market. Brands and products such as Labubu helped inform my research into the visual language, styling, and presentation that appeals to this audience.
Because there was no established visual style guide provided for the campaign, I developed the overall style and aesthetic direction from the ground up. I created a visual style guide and aesthetic guide to establish the campaign's mood, styling, props, color palette, and photographic approach, which was then reviewed and approved by the Care Bears team.
I also drew inspiration from existing Care Bears packaging, including the Caring Cuties and Cutie Companions collections, to ensure the new direction still felt connected to the brand. The goal was to create a more contemporary and trend-driven visual identity while maintaining the colorful, playful, and lovable qualities that make Care Bears recognizable.
Caring Cuties Wave 1 & 2
Social media posts and META ads
Concept Development · Prop Direction · Styling · Licensing · Campaign Development · Production · Graphic Design
Care Bears Amazon Storefront Design
ROLE
Creative Direction · Art Direction · Graphic Design
RESPONSIBILITIES
Concept Development · Brand Collaboration · Licensing · Graphic Design
