Crayola x Spalding
Crayola x Spalding
Crayola x Spalding
CLIENT:
CLIENT:
Spalding Marketing Team
Spalding Marketing Team
SCOPE:
SCOPE:
Art Direction
Art Direction
Packaging
Packaging
Image Manipulation & Retouching
Image Manipulation & Retouching
3D Renderings
3D Renderings
Illustration
Illustration
Spalding partnered with Crayola to design a youth-focused collection centered around color, creativity, and self-expression. The collaboration expanded past basketballs, developing a cohesive range of products and experiences.
I led the visual direction across a range of products and touchpoint, from basketballs and hoops to packaging, photography, and campaign assets. The biggest challenge here was creating a cohesive collection that aligned Crayola’s expressive brand with Spalding’s.
Spalding partnered with Crayola to design a youth-focused collection centered around color, creativity, and self-expression. The collaboration expanded past basketballs, developing a cohesive range of products and experiences.
I led the visual direction across a range of products and touchpoint, from basketballs and hoops to packaging, photography, and campaign assets. The biggest challenge here was creating a cohesive collection that aligned Crayola’s expressive brand with Spalding’s.
01 The Brief
Bringing Two Brands Together
To create a collection that brought both brands together while appealing to a creative youth-focused consumer, Spalding leaned into their love for play and self-expression. This collection spanned multiple product categories, from basketballs to hoops to accessories.
01 The Brief
Bringing Two Brands Together
To create a collection that brought both brands together while appealing to a creative youth-focused consumer, Spalding leaned into their love for play and self-expression. This collection spanned multiple product categories, from basketballs to hoops to accessories.
01 The Brief
Bringing Two Brands Together
To create a collection that brought both brands together while appealing to a creative youth-focused consumer, Spalding leaned into their love for play and self-expression. This collection spanned multiple product categories, from basketballs to hoops to accessories.
01 The Brief
Bringing Two Brands Together
To create a collection that brought both brands together while appealing to a creative youth-focused consumer, Spalding leaned into their love for play and self-expression. This collection spanned multiple product categories, from basketballs to hoops to accessories.
02 Exploration
Building the Product Line
Rather than treat each product as its own SKU, we treated this collaboration as a connected visual system. I identified a few core graphics and asset collections then applied these graphics across basketballs, hoops, pumps, ball racks, and accessories. I created recognizable visual connections without making each product feel identical. When Crayola assets provided didn’t fit the need, I developed custom illustrations and patterns with Crayola approval to ensure they aligned with brand guidelines.
02 Exploration
Building the Product Line
Rather than treat each product as its own SKU, we treated this collaboration as a connected visual system. I identified a few core graphics and asset collections then applied these graphics across basketballs, hoops, pumps, ball racks, and accessories. I created recognizable visual connections without making each product feel identical. When Crayola assets provided didn’t fit the need, I developed custom illustrations and patterns with Crayola approval to ensure they aligned with brand guidelines.
02 Exploration
Building the Product Line
Rather than treat each product as its own SKU, we treated this collaboration as a connected visual system. I identified a few core graphics and asset collections then applied these graphics across basketballs, hoops, pumps, ball racks, and accessories. I created recognizable visual connections without making each product feel identical. When Crayola assets provided didn’t fit the need, I developed custom illustrations and patterns with Crayola approval to ensure they aligned with brand guidelines.
02 Exploration
Building the Product Line
Rather than treat each product as its own SKU, we treated this collaboration as a connected visual system. I identified a few core graphics and asset collections then applied these graphics across basketballs, hoops, pumps, ball racks, and accessories. I created recognizable visual connections without making each product feel identical. When Crayola assets provided didn’t fit the need, I developed custom illustrations and patterns with Crayola approval to ensure they aligned with brand guidelines.
03 Packaging
I designed packaging across multiple touchpoint, balancing Spalding’s established retail packaging system with Crayola’s licensing requirements. For core retail packaging, I worked within the Crayola licensee guidelines while using Spalding’s retail packaging as a base. Influencer and holiday packaging allowed more felixiblity, so I developed custom patterns and graphics combining Crayola elements with our custom art. For the influencer box, I developed a custom, black & white pattern that wrapped around the packaging and internal product insert. Inside, I developed a custom illustration doubling as a coloring page for our youth customers. While final packaging was simplified due to printing and budgeting constraints, we incorporated many of these elements into the final simplified box.
03 Packaging
Breaking the Box
I designed packaging across multiple touchpoint, balancing Spalding’s established retail packaging system with Crayola’s licensing requirements. For core retail packaging, I worked within the Crayola licensee guidelines while using Spalding’s retail packaging as a base. Influencer and holiday packaging allowed more felixiblity, so I developed custom patterns and graphics combining Crayola elements with our custom art. For the influencer box, I developed a custom, black & white pattern that wrapped around the packaging and internal product insert. Inside, I developed a custom illustration doubling as a coloring page for our youth customers. While final packaging was simplified due to printing and budgeting constraints, we incorporated many of these elements into the final simplified box.
03 Packaging
Breaking the Box
I designed packaging across multiple touchpoint, balancing Spalding’s established retail packaging system with Crayola’s licensing requirements. For core retail packaging, I worked within the Crayola licensee guidelines while using Spalding’s retail packaging as a base. Influencer and holiday packaging allowed more felixiblity, so I developed custom patterns and graphics combining Crayola elements with our custom art. For the influencer box, I developed a custom, black & white pattern that wrapped around the packaging and internal product insert. Inside, I developed a custom illustration doubling as a coloring page for our youth customers. While final packaging was simplified due to printing and budgeting constraints, we incorporated many of these elements into the final simplified box.
03 Packaging
Breaking the Box
I designed packaging across multiple touchpoint, balancing Spalding’s established retail packaging system with Crayola’s licensing requirements. For core retail packaging, I worked within the Crayola licensee guidelines while using Spalding’s retail packaging as a base. Influencer and holiday packaging allowed more felixiblity, so I developed custom patterns and graphics combining Crayola elements with our custom art. For the influencer box, I developed a custom, black & white pattern that wrapped around the packaging and internal product insert. Inside, I developed a custom illustration doubling as a coloring page for our youth customers. While final packaging was simplified due to printing and budgeting constraints, we incorporated many of these elements into the final simplified box.
04 Art Direction
Designing the Shoot
Working closely with the marketing team, I helped develop connected environments and supporting assets for studio and lifestyle photography. For the studio shots, I directed another designer with illustration experience to design a dynamic, repeating hand-drawn pattern for the background. The illustration was intentionally designed to feel like something one of our youth demographic could create, with sections colored using actual Crayola products. For our lifestyle, outdoor photoshoot, I ideated designs that could be replicated on site using our court marking kit. The photoshoot team used the Spalding Court marking in conjunction with Crayola chalk to build this design, translating the collection’s emphasis on creativity and play into the physical environment.
04 Art Direction
Designing the Shoot
Working closely with the marketing team, I helped develop connected environments and supporting assets for studio and lifestyle photography. For the studio shots, I directed another designer with illustration experience to design a dynamic, repeating hand-drawn pattern for the background. The illustration was intentionally designed to feel like something one of our youth demographic could create, with sections colored using actual Crayola products. For our lifestyle, outdoor photoshoot, I ideated designs that could be replicated on site using our court marking kit. The photoshoot team used the Spalding Court marking in conjunction with Crayola chalk to build this design, translating the collection’s emphasis on creativity and play into the physical environment.
04 Art Direction
Designing the Shoot
Working closely with the marketing team, I helped develop connected environments and supporting assets for studio and lifestyle photography. For the studio shots, I directed another designer with illustration experience to design a dynamic, repeating hand-drawn pattern for the background. The illustration was intentionally designed to feel like something one of our youth demographic could create, with sections colored using actual Crayola products. For our lifestyle, outdoor photoshoot, I ideated designs that could be replicated on site using our court marking kit. The photoshoot team used the Spalding Court marking in conjunction with Crayola chalk to build this design, translating the collection’s emphasis on creativity and play into the physical environment.
04 Art Direction
Designing the Shoot
Working closely with the marketing team, I helped develop connected environments and supporting assets for studio and lifestyle photography. For the studio shots, I directed another designer with illustration experience to design a dynamic, repeating hand-drawn pattern for the background. The illustration was intentionally designed to feel like something one of our youth demographic could create, with sections colored using actual Crayola products. For our lifestyle, outdoor photoshoot, I ideated designs that could be replicated on site using our court marking kit. The photoshoot team used the Spalding Court marking in conjunction with Crayola chalk to build this design, translating the collection’s emphasis on creativity and play into the physical environment.
Working closely with the marketing team, I helped develop connected environments and supporting assets for studio and lifestyle photography. For the studio shots, I directed another designer with illustration experience to design a dynamic, repeating hand-drawn pattern for the background. The illustration was intentionally designed to feel like something one of our youth demographic could create, with sections colored using actual Crayola products. For our lifestyle, outdoor photoshoot, I ideated designs that could be replicated on site using our court marking kit. The photoshoot team used the Spalding Court marking in conjunction with Crayola chalk to build this design, translating the collection’s emphasis on creativity and play into the physical environment.
Working closely with the marketing team, I helped develop connected environments and supporting assets for studio and lifestyle photography. For the studio shots, I directed another designer with illustration experience to design a dynamic, repeating hand-drawn pattern for the background. The illustration was intentionally designed to feel like something one of our youth demographic could create, with sections colored using actual Crayola products. For our lifestyle, outdoor photoshoot, I ideated designs that could be replicated on site using our court marking kit. The photoshoot team used the Spalding Court marking in conjunction with Crayola chalk to build this design, translating the collection’s emphasis on creativity and play into the physical environment.
Working closely with the marketing team, I helped develop connected environments and supporting assets for studio and lifestyle photography. For the studio shots, I directed another designer with illustration experience to design a dynamic, repeating hand-drawn pattern for the background. The illustration was intentionally designed to feel like something one of our youth demographic could create, with sections colored using actual Crayola products. For our lifestyle, outdoor photoshoot, I ideated designs that could be replicated on site using our court marking kit. The photoshoot team used the Spalding Court marking in conjunction with Crayola chalk to build this design, translating the collection’s emphasis on creativity and play into the physical environment.
Working closely with the marketing team, I helped develop connected environments and supporting assets for studio and lifestyle photography. For the studio shots, I directed another designer with illustration experience to design a dynamic, repeating hand-drawn pattern for the background. The illustration was intentionally designed to feel like something one of our youth demographic could create, with sections colored using actual Crayola products. For our lifestyle, outdoor photoshoot, I ideated designs that could be replicated on site using our court marking kit. The photoshoot team used the Spalding Court marking in conjunction with Crayola chalk to build this design, translating the collection’s emphasis on creativity and play into the physical environment.
05 Extending the Experience
From Doodles to Dribbles
To bring the collaboration’s focus of creativity and play directly to consumers, we developed a campaign encouraging followers to create their own basketball. Design-Your-Own-Ball Campaign: I developed the downloadable coloring template and established the artwork specifications for submissions, working closely with our product development team and factory to ensure production flowed smoothly once we had follower submissions. After selecting winners, I translated their drawings onto Spalding basketball for a truly unique and custom keepsake. The coloring template continued to live beyond the campaign as part of Crayola’s online sports coloring collection, extending the usefulness beyond the original marketing campaign. To announce the winners, we created animated graphics that brought the campaign full circle, from doodle to dribble.
05 Extending the Experience
From Doodles to Dribbles
To bring the collaboration’s focus of creativity and play directly to consumers, we developed a campaign encouraging followers to create their own basketball. Design-Your-Own-Ball Campaign: I developed the downloadable coloring template and established the artwork specifications for submissions, working closely with our product development team and factory to ensure production flowed smoothly once we had follower submissions. After selecting winners, I translated their drawings onto Spalding basketball for a truly unique and custom keepsake. The coloring template continued to live beyond the campaign as part of Crayola’s online sports coloring collection, extending the usefulness beyond the original marketing campaign. To announce the winners, we created animated graphics that brought the campaign full circle, from doodle to dribble.
05 Extending the Experience
From Doodles to Dribbles
To bring the collaboration’s focus of creativity and play directly to consumers, we developed a campaign encouraging followers to create their own basketball. Design-Your-Own-Ball Campaign: I developed the downloadable coloring template and established the artwork specifications for submissions, working closely with our product development team and factory to ensure production flowed smoothly once we had follower submissions. After selecting winners, I translated their drawings onto Spalding basketball for a truly unique and custom keepsake. The coloring template continued to live beyond the campaign as part of Crayola’s online sports coloring collection, extending the usefulness beyond the original marketing campaign. To announce the winners, we created animated graphics that brought the campaign full circle, from doodle to dribble.
05 Extending the Experience
From Doodles to Dribbles
To bring the collaboration’s focus of creativity and play directly to consumers, we developed a campaign encouraging followers to create their own basketball. Design-Your-Own-Ball Campaign: I developed the downloadable coloring template and established the artwork specifications for submissions, working closely with our product development team and factory to ensure production flowed smoothly once we had follower submissions. After selecting winners, I translated their drawings onto Spalding basketball for a truly unique and custom keepsake. The coloring template continued to live beyond the campaign as part of Crayola’s online sports coloring collection, extending the usefulness beyond the original marketing campaign. To announce the winners, we created animated graphics that brought the campaign full circle, from doodle to dribble.
05 Extending the Experience
From Doodles to Dribbles
To bring the collaboration’s focus of creativity and play directly to consumers, we developed a campaign encouraging followers to create their own basketball. Design-Your-Own-Ball Campaign: I developed the downloadable coloring template and established the artwork specifications for submissions, working closely with our product development team and factory to ensure production flowed smoothly once we had follower submissions. After selecting winners, I translated their drawings onto Spalding basketball for a truly unique and custom keepsake. The coloring template continued to live beyond the campaign as part of Crayola’s online sports coloring collection, extending the usefulness beyond the original marketing campaign. To announce the winners, we created animated graphics that brought the campaign full circle, from doodle to dribble.
05 Extending the Experience
From Doodles to Dribbles
To bring the collaboration’s focus of creativity and play directly to consumers, we developed a campaign encouraging followers to create their own basketball. Design-Your-Own-Ball Campaign: I developed the downloadable coloring template and established the artwork specifications for submissions, working closely with our product development team and factory to ensure production flowed smoothly once we had follower submissions. After selecting winners, I translated their drawings onto Spalding basketball for a truly unique and custom keepsake. The coloring template continued to live beyond the campaign as part of Crayola’s online sports coloring collection, extending the usefulness beyond the original marketing campaign. To announce the winners, we created animated graphics that brought the campaign full circle, from doodle to dribble.
05 Extending the Experience
From Doodles to Dribbles
To bring the collaboration’s focus of creativity and play directly to consumers, we developed a campaign encouraging followers to create their own basketball. Design-Your-Own-Ball Campaign: I developed the downloadable coloring template and established the artwork specifications for submissions, working closely with our product development team and factory to ensure production flowed smoothly once we had follower submissions. After selecting winners, I translated their drawings onto Spalding basketball for a truly unique and custom keepsake. The coloring template continued to live beyond the campaign as part of Crayola’s online sports coloring collection, extending the usefulness beyond the original marketing campaign. To announce the winners, we created animated graphics that brought the campaign full circle, from doodle to dribble.
05 Extending the Experience
From Doodles to Dribbles
To bring the collaboration’s focus of creativity and play directly to consumers, we developed a campaign encouraging followers to create their own basketball. Design-Your-Own-Ball Campaign: I developed the downloadable coloring template and established the artwork specifications for submissions, working closely with our product development team and factory to ensure production flowed smoothly once we had follower submissions. After selecting winners, I translated their drawings onto Spalding basketball for a truly unique and custom keepsake. The coloring template continued to live beyond the campaign as part of Crayola’s online sports coloring collection, extending the usefulness beyond the original marketing campaign. To announce the winners, we created animated graphics that brought the campaign full circle, from doodle to dribble.
