Lite Brite - Lite Style
Lite-Brite launched Lite Style, a new activity line designed to reimagine the classic Lite-Brite experience for a more fashion- and trend-conscious audience. The collection brings together glow boards and activity kits designed to light up your room, your vibe, and your personal Lite Style, with a creative direction focused on connecting with Gen Alpha and Gen Z young adults.
For the launch campaign, the goal was to develop a cohesive suite of content across social media, Meta advertising, and e-commerce that felt distinctly different from Lite-Brite’s traditional audience and visual language. The campaign needed to feel bright, playful, and trend-forward while still clearly communicating the unique features and play value of the new Lite Style line.
I collaborated with internal Brand and Digital Marketing teams to establish a cohesive creative direction and oversaw the project from initial concept through final asset delivery. I led the visual development of the campaign, ensuring the styling, props, composition, and overall aesthetic worked together to create a modern and aspirational world for the Lite Style brand.
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
The art direction for Lite Style was built around a bold, bright, and playful visual language that felt fresh and trend-forward for a Gen Alpha and Gen Z audience. I developed a vibrant world of saturated colors, graphic patterns, and layered visual elements that complemented the glow and creativity at the heart of the Lite Style experience.
A key part of the direction was exploring the contrast between lights-on and lights-off environments, using neon lighting and glow effects to showcase the products in different rooms. I also incorporated graphic elements from the packaging alongside custom CTAs and campaign assets I developed, creating a cohesive visual system that could carry across social, advertising, and e-commerce.
Social media posts and META ads
Concept Development · Prop Direction · Styling · Licensing · Campaign Development · Production
Lite Style Campaign Mailer
ROLE
Art Direction · Graphic Design
RESPONSIBILITIES
Brand Collaboration · Licensing · Graphic Design
Lite Brite Amazon Storefront Design
ROLE
Creative Direction · Art Direction · Graphic Design
RESPONSIBILITIES
Concept Development · Brand Collaboration · Licensing · Graphic Design
