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CANDYLAB

PROJECT TYPE:
Branding, Strategy, Digital

Role:
Senior Designer
@selman.nyc

Art Direction
Campaign Assets
Visual Direction
Motion Design
Brand System
Digital Assets

Candylab is a New York-based toy company known for its beautiful minimal mid-century designs. As the company grows, its expanding library of toys and lines created confusion for customers. With all hands on deck, we clarified its architecture, refined its positioning, and developed a cohesive visual identity that distingueishes each product line while preserving the craftsmanship and nostalgia.

Groundwork for Play

As part of the creative team at Selman, I contributed to the evolution of Candylab's brand identity across a wide range of touchpoints, with a primary focus on digital design and motion. I helped establish a cohesive visual language through thoughtful, scalable design solutions that balanced playful storytelling with functional clarity, ensuring the brand remained consistent as it expanded across new products and experiences.

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