Packaging Design

  • Create fun, engaging, and age-appropriate packaging that stands out on shelves and online.
  • Ensure consistency across product lines while keeping designs fresh and exciting.

objective

Back of package

lil dreamer dolls

Snack n Snuggle PAckage

  • Increased shelf appeal and brand consistency.
  • Improved production efficiency by optimizing packaging layouts.
  • Designed multiple SKUs that successfully launched in retail and eCommerce.

Results

  • Developed custom illustrations, color palettes, and typography to reflect Baby Alive’s playful and nurturing personality.
  • Designed dielines and worked closely with manufacturers and printers to ensure accurate color and high-quality materials.
  • Integrated open box designs to showcase the dolls and accessories while maintaining branding integrity.

Process

Tea PArty doll Package

Super BFF doll Package

eCommerce & Digital Marketing

  • Design high-converting eCommerce assets for Amazon, Target, Walmart and Hasbro’s website.
  • Develop engaging digital marketing banners for cross-marketing and to drive sales 

objective

  • Improved conversion rates on eCommerce platforms.
  • Enhanced customer engagement through visually appealing content.
  • Created digital assets that aligned seamlessly with Baby Alive’s playful branding.

Results

  • Created Amazon A+ Content, including lifestyle imagery and infographics
  • Developed digital banners and promotional assets for campaigns.
  • Organized content into PDF guides for clear, accessible, and user-friendly presentation.

Process

Amazon A+ content

Target online store content

Amazon carousel images

Art Direction

  • Lead and oversee photoshoots to create high-quality imagery for packaging, eCommerce, social media, and marketing campaigns.
  • Ensure visuals align with Baby Alive’s brand guidelines, capturing its playful and nurturing essence.

objective

  • Produced high-quality, brand-aligned imagery for eCommerce, packaging, and marketing materials.
  • Enhanced product storytelling through engaging lifestyle and product shots.
  • Streamlined photoshoot processes with detailed shot lists for efficiency and consistency.

Results

  • Developed and produced detailed shot lists to ensure all necessary visuals were captured efficiently.
  • Collaborated with photographers, stylists, and set designers to develop creative concepts.
  • Directed on-set styling, lighting, and composition to ensure engaging and dynamic product imagery.
  • Coordinated with the marketing team to ensure photos met the needs of digital and print applications.
  • Provided post-production guidance, overseeing retouching and editing for consistency and quality.

Process

shot list

Baby Alive digital banner

Branding & Visual Identity

  • Maintain and evolve the Baby Alive brand identity across all design applications.
  • Develop style guides and templates for consistency.

objective

  • Strengthened Baby Alive’s brand presence across multiple platforms.
  • Ensured visual consistency across packaging, digital, and marketing.

Results

  • Refreshed brand assets, including patterns, iconography, and color schemes.
  • Designed brand guidelines doc ensuring consistency across packaging, digital, and marketing materials.
  • Created visual assets and toolkits for new characters and packaging.

Process

credit: baby alive branding created by candace metzger + Hasbro team

baby Alive brand assets

baby Alive brand guide

Baby Alive character toolkit

Final Thoughts & Impact

Working on Baby Alive has been an incredibly rewarding experience, not just as a designer but as part of a talented and passionate team. I deeply admire the creativity and dedication of the people I collaborated with—from product designers to marketers and photographers—who all share a commitment to bringing joy to children through imaginative play.

Through strategic design across packaging, digital, presentations, and branding, I helped Baby Alive maintain a strong, recognizable presence in the toy industry. My work contributed to increased customer engagement, a stronger brand identity, and higher eCommerce conversions.

Beyond the creative process, what makes this work truly meaningful is its lasting impact on children. Baby Alive is more than just a toy, it fosters nurturing, storytelling, and emotional connection. Knowing that my designs played a role in shaping these cherished experiences makes this project one of the most fulfilling in my career.