Handy Project

Role
Lead Product Designer
Tools
Figma. Adobe Creative Suite. Blender.
Date
Nov 2024 - Dec 2024
Red and white origami crane with intricate patterns and designs on the paper, shown against a black background.Plate with a serving of white rice topped with a sunny-side-up egg, grilled meat garnished with chopped green onions, a portion of shredded fried potato, and a rectangular piece of meatloaf, placed on a green banana leaf with wooden-handled fork and spoon nearby, a small bowl with chili sauce, a glass with a dark beverage and colorful dots, two red chili peppers, and a basket holding a yellow fruit and rice grains on a wooden table.

What if your job search app didn't abandon you the second you walked into a career fair?

We designed a hybrid system where Handshake follows you to generate tailored pitches on your phone and deploy a physical robot that guides you through the fair.
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A man wearing glasses and a blue shirt adjusts a camera on a tripod while looking at a laptop, with a woman in the background focused on her task.Two young men focused on working with a laptop and connected camera equipment indoors, with a woman holding a clipboard in the background.
Three young adults wearing glasses preparing food ingredients on a kitchen counter with bread, vegetables, eggs, and packaged items, all facing the camera with focused expressions.
Green origami llama with a red spot on its ear standing on a wooden surface against a plain gray wall.
Dear, Deer
Snow upon its back
The deer stands still, reading air
Movement follows knowing
Frog Forward
No small steps exist
The frog knows only the leap
Water waits below.
A green origami frog resting in a dark, metallic sink drain.Black origami bat with folded wings standing upright on a surface covered with white foam beads against a speckled brown and beige background.
Late Night Bat
Darkness holds no fear
Send a sound and wait for truth
Silence speaks the most.
Early Bird
Wings above the field
The whole is seen before touched
Then the landing comes.
Silhouette of an origami bird in front of a bright, square, patterned light source against a dark background.Silhouettes of two hands holding origami paper ninja stars against a bright, evenly lit background, creating a high-contrast effect.
Butterfly Effect
The caterpillar
Does not grow, it disappears
Then the sky opens
Squirrel Away
Autumn asks for nothing
Bury more than what you need
Spring will find it all.
An orange origami fox placed among dry leaves and twigs on a dark, textured surface.
Dear, Deer
Snow upon its back
The deer stands still, reading air
Movement follows knowing
Green origami llama with a red spot on its ear standing on a wooden surface against a plain gray wall.
Frog Forward
No small steps exist
The frog knows only the leap
Water waits below.
A green origami frog resting in a dark, metallic sink drain.
Late Night Bat
Darkness holds no fear
Send a sound and wait for truth
Silence speaks the most.
Black origami bat with folded wings standing upright on a surface covered with white foam beads against a speckled brown and beige background.
Early Bird
Wings above the field
The whole is seen before touched
Then the landing comes.
Silhouette of an origami bird in front of a bright, square, patterned light source against a dark background.
Butterfly Effect
The caterpillar
Does not grow, it disappears
Then the sky opens
Silhouettes of two hands holding origami paper ninja stars against a bright, evenly lit background, creating a high-contrast effect.
Squirrel Away
Autumn asks for nothing
Bury more than what you need
Spring will find it all.
An orange origami fox placed among dry leaves and twigs on a dark, textured surface.
Agency: BBDO Chicago • Client Pitch Work
‍
Social Strategist & Technologist: Alva Nguyen • Brand Strategist: Adam Goodreau • Account Leadership: Helena Murphy
Design: Eleanor Yang • Art Director: Natalie Bazydlo • Copywriter: Kelly Combs
Agency: BBDO Chicago
Client Pitch Work
‍
Digital Strategist: Alva Nguyen
‍Brand Strategist: Adam Goodreau
‍Account Leadership: Helena Murphy
Design: Eleanor Yang
‍Art Director: Natalie Bazydlo
‍Copywriter: Kelly Combs
SELECTED WORKS

the insights

Animated glowing lines swirl and form a rounded square shape on a dark blue background, continuously looping with smooth flowing motion.
Contextual Framing market analysis highlighting Gen Z's perceived need for emotional connectivity with telecom brands, noting over 60% see being connected and reachable as key telco experiences. Quotes from Gen Z express telecom ads as cold and corporate. Emotional engagement with telecom ads is low, 35% UK and 43% US. AT&T legacy described with a relevance gap: unmatched telecom heritage, technological leadership, community commitment, but outdated Gen Z perception. Gen Z rates AT&T as corporate-like (7.81/10). Competitor analysis shows a price war with Mint Mobile and T-Mobile emphasizing value. A chart plots AT&T competitors on emotional resonance vs. innovation, identifying a zone of opportunity. The text questions how to gain Gen Z loyalty in a marathon vs. sprint style.Informative infographic titled 'Decoding Gen-Z' detailing four key insights into Gen Z consumer behavior: 1. Skepticism of Authenticity emphasizes Gen Z's preference for authentic, human-made content over marketing jargon, including quotes and statistics highlighting desire for genuine brand communication. 2. Vibe Check explains Gen Z's positive response to high-energy brand activations and emotional resonance, with supportive quotes. 3. Reliable Service stresses the importance of dependable connectivity and fast internet, including quotes and a bar chart showing perception scores of AT&T's reliability, innovation, and empathy. 4. Breaking out of the Functional Trap discusses the need for emotional engagement beyond basic service, featuring quotes and data. The design uses a dark background with white and blue text.
Insights summary showing the merge of product and human truths into golden insights: AT&T offers advanced technology, has rich heritage, and commits to communities; Gen Z values authenticity, acknowledges hidden life challenges, and craves immersive tech experiences. Golden Insights highlight how AT&T can win Gen Z by helping them navigate real-life challenges and sparking curiosity with innovative and relatable experiences. Media habits data shows social media (Instagram, YouTube, Facebook) and TV streaming (Netflix, Hulu) are top channels for Gen Z, who receive news via social media and streaming, make informed purchase decisions, and focus on present memorable experiences.Media Flowchart showing a connection strategy and budget breakdown for a marketing campaign targeting Gen Z with AT&T. Channels are categorized by Out of Home, Experiential, TV/Streaming, Public Relations, Social Media, Web/Search, Influencers, Podcasts, Programmatic, Brand Partners, Initiatives, and Production. Each channel lists specific platforms or events with allocated costs ranging from thousands to millions and corresponding impressions. A timeline bar graph depicts phases of Awareness (Jan-Mar), Interest (Apr-Jun), Favorability (Jul-Sep), and Advocacy (Oct-Dec) with colored bars indicating activity across months. The total budget is $74,392,000 with 5,121,900,000 impressions. The strategy focuses on repeated interaction to build affinity using the Mere Exposure Effect.

THE IDEA

Animated GIF showing a rotating 3D sphere with interconnected nodes and lines, illustrating a network or web structure against a dark gradient background.

STATIC

In a classroom during finals week, students sit at desks with a paper test in front; beneath the desk, a hand holds a phone streaming NBA Finals basketball highlights. Text reads: "When The NBA Finals are during finals week, Connecting Changes Everything." Logos for AT&T and NBA appear at the bottom.Man in business suit jacket, printed pajama pants, and blue slippers working on a laptop at a cluttered desk in a messy room with piles of laundry, a lamp, and curtains, with text saying 'When your laundry gets piled up high, Connecting Changes Everything.'Man in a kitchen whisking batter in a large bowl while video chatting on a tablet with an elderly woman also holding a whisk; text reads "When mom's recipe skips a generation, Connecting Changes Everything" with the AT&T logo.

experientials

Urban street scene with a large mural on a brick wall showing a man with gray hair flexing his arm in a fist, next to the text 'Connecting CHANGES Everything' and an AT&T logo.Evening outdoor music festival with a crowd in front of a large illuminated stage, a brightly lit AT&T Connection Booth offering phone chargers and 5G internet, and people sitting and standing on seating cubes near the booth.Close-up of a human eye reflecting a silhouette of people, smoke, and a sunset, with a hand holding a smartphone displaying an alert icon; text reads 'When chaos takes over, Connecting CHANGES Everything' with AT&T Texting FirstNet branding.Modern DJ controller with two jog wheels and multiple sliders on a stand, featuring a tablet screen showing an audio waveform and a photo of a child, set outdoors with a blurred crowd and blue AT&T branded screens in the background, including a blue illustrated inset of a person operating the DJ controller at an event.

Commercial

Storyboard for AT&T commercial ‘The Sound Less Traveled (:30)’ featuring scenes of a person waking up with a digital alarm clock, packing a car trunk, driving with friends singing along to music, a car with a flat tire, a driver making a roadside assistance call, quick footage of a tire being swapped, and a group arriving happily at a music festival by car, ending with the AT&T logo and tagline 'Connecting Changes Everything.'

AD TESTING

THE AAF MSU CREW

Group of about 25 young adults posing on a staircase inside a modern building with brick walls and large white columns, many smiling and making playful facial expressions or hand gestures, dressed in a mix of business casual and formal clothing, one person in a suit appears to be kissing a UConn banner.
Two people standing on a white staircase inside a modern building, smiling and holding a white rectangular award plaque together.Group of eight people dressed in formal attire standing side by side in front of a background decorated with blue and white balloons and illuminated letters spelling 'MVP'.
SELECTED WORKS

the insights

Animated glowing lines swirl and form a rounded square shape on a dark blue background, continuously looping with smooth flowing motion.
Contextual Framing market analysis highlighting Gen Z's perceived need for emotional connectivity with telecom brands, noting over 60% see being connected and reachable as key telco experiences. Quotes from Gen Z express telecom ads as cold and corporate. Emotional engagement with telecom ads is low, 35% UK and 43% US. AT&T legacy described with a relevance gap: unmatched telecom heritage, technological leadership, community commitment, but outdated Gen Z perception. Gen Z rates AT&T as corporate-like (7.81/10). Competitor analysis shows a price war with Mint Mobile and T-Mobile emphasizing value. A chart plots AT&T competitors on emotional resonance vs. innovation, identifying a zone of opportunity. The text questions how to gain Gen Z loyalty in a marathon vs. sprint style.Informative infographic titled 'Decoding Gen-Z' detailing four key insights into Gen Z consumer behavior: 1. Skepticism of Authenticity emphasizes Gen Z's preference for authentic, human-made content over marketing jargon, including quotes and statistics highlighting desire for genuine brand communication. 2. Vibe Check explains Gen Z's positive response to high-energy brand activations and emotional resonance, with supportive quotes. 3. Reliable Service stresses the importance of dependable connectivity and fast internet, including quotes and a bar chart showing perception scores of AT&T's reliability, innovation, and empathy. 4. Breaking out of the Functional Trap discusses the need for emotional engagement beyond basic service, featuring quotes and data. The design uses a dark background with white and blue text.
Insights summary showing the merge of product and human truths into golden insights: AT&T offers advanced technology, has rich heritage, and commits to communities; Gen Z values authenticity, acknowledges hidden life challenges, and craves immersive tech experiences. Golden Insights highlight how AT&T can win Gen Z by helping them navigate real-life challenges and sparking curiosity with innovative and relatable experiences. Media habits data shows social media (Instagram, YouTube, Facebook) and TV streaming (Netflix, Hulu) are top channels for Gen Z, who receive news via social media and streaming, make informed purchase decisions, and focus on present memorable experiences.Media Flowchart showing a connection strategy and budget breakdown for a marketing campaign targeting Gen Z with AT&T. Channels are categorized by Out of Home, Experiential, TV/Streaming, Public Relations, Social Media, Web/Search, Influencers, Podcasts, Programmatic, Brand Partners, Initiatives, and Production. Each channel lists specific platforms or events with allocated costs ranging from thousands to millions and corresponding impressions. A timeline bar graph depicts phases of Awareness (Jan-Mar), Interest (Apr-Jun), Favorability (Jul-Sep), and Advocacy (Oct-Dec) with colored bars indicating activity across months. The total budget is $74,392,000 with 5,121,900,000 impressions. The strategy focuses on repeated interaction to build affinity using the Mere Exposure Effect.

THE IDEA

Animated GIF showing a rotating 3D sphere with interconnected nodes and lines, illustrating a network or web structure against a dark gradient background.

STATIC

In a classroom during finals week, students sit at desks with a paper test in front; beneath the desk, a hand holds a phone streaming NBA Finals basketball highlights. Text reads: "When The NBA Finals are during finals week, Connecting Changes Everything." Logos for AT&T and NBA appear at the bottom.Man in business suit jacket, printed pajama pants, and blue slippers working on a laptop at a cluttered desk in a messy room with piles of laundry, a lamp, and curtains, with text saying 'When your laundry gets piled up high, Connecting Changes Everything.'Man in a kitchen whisking batter in a large bowl while video chatting on a tablet with an elderly woman also holding a whisk; text reads "When mom's recipe skips a generation, Connecting Changes Everything" with the AT&T logo.

experientials

Urban street scene with a large mural on a brick wall showing a man with gray hair flexing his arm in a fist, next to the text 'Connecting CHANGES Everything' and an AT&T logo.Evening outdoor music festival with a crowd in front of a large illuminated stage, a brightly lit AT&T Connection Booth offering phone chargers and 5G internet, and people sitting and standing on seating cubes near the booth.Close-up of a human eye reflecting a silhouette of people, smoke, and a sunset, with a hand holding a smartphone displaying an alert icon; text reads 'When chaos takes over, Connecting CHANGES Everything' with AT&T Texting FirstNet branding.Modern DJ controller with two jog wheels and multiple sliders on a stand, featuring a tablet screen showing an audio waveform and a photo of a child, set outdoors with a blurred crowd and blue AT&T branded screens in the background, including a blue illustrated inset of a person operating the DJ controller at an event.

Commercial

Storyboard for AT&T commercial ‘The Sound Less Traveled (:30)’ featuring scenes of a person waking up with a digital alarm clock, packing a car trunk, driving with friends singing along to music, a car with a flat tire, a driver making a roadside assistance call, quick footage of a tire being swapped, and a group arriving happily at a music festival by car, ending with the AT&T logo and tagline 'Connecting Changes Everything.'

AD TESTING

THE AAF MSU CREW

Group of about 25 young adults posing on a staircase inside a modern building with brick walls and large white columns, many smiling and making playful facial expressions or hand gestures, dressed in a mix of business casual and formal clothing, one person in a suit appears to be kissing a UConn banner.
Two people standing on a white staircase inside a modern building, smiling and holding a white rectangular award plaque together.Group of eight people dressed in formal attire standing side by side in front of a background decorated with blue and white balloons and illuminated letters spelling 'MVP'.
SELECTED WORKS

the insights

Animated baby in a black suit sitting on a beige couch with an unimpressed expression while being fed milk from a bottle by a person wearing a purple sleeve, overlaid with white text saying drinking milk has been associated with the need of growing up.
Black and white image of a woman with curled hair and wearing a pearl necklace looking thoughtfully at a glass of milk she is holding, with text above her saying, 'THE KIDS NEED IT. BUT ADULTS?'A collage of Reddit comments around the theme of adults drinking milk and facing criticism for it. Comments include: Why do adults get upset when others drink milk? Milk is for kids. Why is drinking milk considered a thing for kids? I'm allowed to drink milk at any age and calling it childish is stupid. If you are an adult and still drink milk, you need to grow up. The image's title at the top reads: We get shamed for enjoying milk as 'childish'.
Text at top reads 'OF COURSE, ACTING CHILDISH IS IMMATURE.' Below are two videos side by side; left shows a woman in a car with text 'watching men act childish makes me physically ill,' right shows a man with text '3 CHILDISH ATTITUDES YOU NEED TO.' To the right are Reddit posts with questions and comments about dealing with childish people and behaviors.A cartoon man with a beard and green shirt holding a large teddy bear, sitting in a room decorated with a Batman poster, a yellow toy airplane, and a toy rabbit on the floor, under the text 'BUT EMBRACING "CHILDISH" THINGS'.Image with two people dressed as Spider-Man sitting and facing each other on a black background. The person on the left is a child labeled 'My inner child being healed,' and the person on the right is an adult labeled 'Adult me indulging in childish hobbies,' below white text saying 'CAN RESCUE US FROM THE GRIND OF ADULTHOOD.'Black and white adult cow and a calf with yellow ear tags against a black background, with bold white text above reading 'MILK DOESN'T NEED TO RUN FROM BEING "CHILDISH"'.Person with braided hair and black sunglasses touching the frame of the glasses, wearing a transparent plastic jacket, with red nail polish visible on a raised hand, under the text 'IT JUST NEEDS TO FLIP THE KIND OF CHILDISH IT STANDS FOR.'Hand pouring milk from a glass bottle into a tall glass with the text 'SO WE BUILT A BRAND THAT DARES ADULTS TO RECONSIDER' in bold white capital letters on a black background.
Black text on white background saying, "IT'S NOT CHILDISH, IT'S ..." in bold uppercase letters.

THE IDEA

Three black and white bottles of milk labeled Childish, with artistic line drawings on each bottle, placed on a textured surface with soft shadow and large bold text "Childish" in the background.Text on black background reading: 'A chill treat to your inner kid. Day by day, the world demands your focus, energy, adult self. We're here for the rest of you. Forget feeling judged. So tell us, which is more childish? The drink that fills you with empty buzz and a crash? Or the one that restores you, fuels you, and gives space for ideas to play? For us, "childish" isn't an insult. It's a reminder. To sketch. To play. To build. To uncap your chill and give your inner kid a seat at the table.'

BRAND DESIGN

Three bottles of Chilldish milk: skim milk in a black bottle with a person falling on a game controller, creamy milk in a white bottle with a person drawing with a large pencil, and whole milk in a black bottle with a person skateboarding on large building blocks, each labeled with 8 fl oz 240 ml.
The word 'Childish' displayed in large, bold white letters on a solid black background.Three vertical panels showing the word 'Childish' in bold font: white text on black background labeled #000000, black text on white background labeled #ffffff, and black text on beige background labeled #c8c0b4.Black and white illustration divided into three vertical sections: left shows a person wearing headphones falling onto a large game controller, center shows a person drawing with a large pencil on a digital tablet, right shows a person wearing a cape standing on a large LEGO-like block and holding a video camera.

STATICS

Hand holding a matte black bottle labeled 'Childish' skim milk with a playful illustration of a person and a game controller, accompanied by text stating 'Milk for team-dream gamers.'A hand holding a white bottle labeled 'Childish Creamy Milk' with an illustration of a person drawing with a large pencil, alongside text reading 'Childish MILK FOR NON-STOP DOODLERS' on a beige background.Hand holding a black bottle of Childish whole milk featuring an illustration of a person holding a toy figure and standing on a large LEGO brick, with text next to it saying 'Childish MILK FOR LATE-NIGHT LEGO BUILDERS.'
Four-scene collage showing people enjoying Chilldish milk while engaged in relaxing activities: one person holding a white Chilldish Creamy Milk bottle next to an open colorful doodle book, a woman sipping from the same bottle while sketching with colored pencils, a person building a LEGO set with a black Chilldish Whole Milk bottle on the table, and a person in beige clothes playing a video game with a black Chilldish Skim Milk bottle on the floor beside a cream couch.

BRANDING MERCH

Two wireless earbud cases side by side: one black with 'Childish' text and a partial white slogan, the other white with a black line drawing of a person sitting and drawing with large pencils, the case open showing white earbuds inside.Three cylindrical containers with flip-top lids in black and white colors, each featuring the brand name 'Chilldish' and playful cartoon illustrations of people and gaming elements, placed on a light gray surface.

OUT-OF-HOME

Text on a white background reading: WE'LL SHOW UP WHERE ADULTS CROSSING THEIR CHILL-TIME HOBBIES, with the word CROSSING highlighted.
Storefront of The Creative Hub art store with a large window display featuring black and white artwork of a person holding a pencil and sitting on a flowing liquid pouring from an open bottle, accompanied by the text 'Uncap Your Chill' and the word 'Chilldish' in bold letters, with two men walking past and a bicycle parked on the sidewalk.Storefront of a gaming shop with an illuminated sign showing a large illustration of a person falling backward onto a handheld gaming console with playful gaming icons flowing out from a bottle. Text on the sign reads "Uncap Your Chill" and the brand name "Chilldish."
Black bold text on a white background that reads: WHEN THEY NEED MORE TIME TO CHILL.
A woman in business attire stands inside a modern elevator with metallic walls and a bright ceiling light, facing a large screen displaying four checkboxes labeled 'ZOOM MEETING' and a graphic of a bottle with the word 'Chilldish' and the phrase 'A chill treat to your inner kid' in the center.Subway platform with two men standing apart and a silver train moving behind them, featuring a large advertisement display for 'Chilldish' with the slogan 'Uncap Your Chill' and an image of a person lying down in a white robe beside a can and glass.
Text in black capital letters on a white background reads: 'AND WHERE WE CAN CHALLENGE THE DEFINITION OF "CHILDISH"', with the word "CHALLENGE" highlighted in white text on a black rectangular background.
Store shelf display with two black-and-white illustrations separated by a vertical line. On the left, a chaotic scene with a broken wine bottle, spilled wine, broken glasses, and scattered roses accompanied by the text "CHILDISH? chill. drink responsibly." On the right, a calm scene with a full glass of milk, a small succulent plant, and a stack of books, symbolizing a mature and responsible choice.Store shelf with energy drink bottles surrounding a two-part black and white poster: left shows an explosion of soda cans with an alarm clock and the word CHILDISH? with the text chill. no crash-out guarantee; right shows a calm scene with a glass of milk, books, and a small plant.

SOCIAL

Text in bold black font on white background reads: On social, we remind adults to chill where they work intensively, with 'work intensively' highlighted with a black background.
LinkedIn profile header for Mila Doodler, CMO Chief Milk Officer at Chilldish in Petaluma, California, with slogan 'A chill treat to your inner kid Chilldish' and options to message or see more.Two LinkedIn posts side-by-side. Left post by Tifenn Dano Kwan about burnout creeping in due to blurred boundaries and calendar overload, promoting 'No Zoom' blocks for focus and energy to prevent burnout. Comment by Mila Doodler endorses 'No Zoom blocks' called 'Milk & Chill blocks.' Right post by vaishnavi S. discusses 1 year and 3.5 months of job hunting and unemployment, expressing hope amid rejections and zero calls, mentioning attempts via LinkedIn and Naukri, plus referrals. Mila Doodler comments that job hunting is draining and offers a Childish coupon to pause, breathe, and chill while waiting for the right call.Split image showing a YouTube video titled 'Uncap Your Chill | CMO Talks' with animated characters at a podcast table with milk and microphones, and a mobile phone screen displaying an animated character hosting 'Uncap Your Chill w/ CMO Shin' with social media engagement icons and text about CMO Chats by Chilldish.Three-panel image: Left panel shows a laptop screen with bold text 'Chill-o-DORO'. Middle panel shows a timer set at 25:00 with buttons labeled 'start' and 'reset' above a milk bottle icon and the phrase 'pour yourself into focus'. Right panel shows a timer at 5:00 with a person holding a bottle pouring liquid that flows behind them, with text 'uncap your chill' and buttons labeled 'pause' and 'reset'.
Cartoon dog character wearing a gray sweater, blue jeans, and red shoes standing next to bold black text that reads: 'AND TEAM UP WITH THE CHILL GUY TO BRING HIS NEW PARTNER-IN-CHILL TO LIFE', with 'CHILL GUY' highlighted in white on a black background. Another dog head cartoon is placed near the top left of the text.Black and white illustration of an anthropomorphic hippo with long hair wearing a sweater, pants, and shoes standing next to the text 'CHILL GIRL' on a black background.Three smartphone screens showing black and white illustrations of a girl and a character with a horse head doing relaxing activities: playing video games, drawing together, and fitting Lego pieces, each with social media interface elements including likes, comments, and shares on a white background.

EXPERIENTIAL

Text on a white background reads: To help adults make room for play, we'll partner with the brand that builds the playground, with 'make room' and 'playground' highlighted in black with white letters.IKEA logo with bold blue letters inside a yellow oval on a blue rectangular background.Text saying we will build giant milk bottle showcase rooms where adults chill with their hobbies, with 'giant milk bottle' highlighted.
A miniature modern living room with sofa, armchairs, coffee table, floor lamp, and decor inside a large clear glass bottle sealed with a cork, with text 'ROOM FOR YOUR CHILL' and logos for Chilldish and IKEA.Art installation in a gallery with three large, transparent glass bottle sculptures on wooden platforms. Inside the first bottle, children play with large colorful building blocks. The second bottle contains a living room setup with a sofa and chairs where people sit and read. The third bottle shows a gaming setup with screens and adults interacting. People stand outside taking photos or observing the displays. Natural light filters in through large windows.
A woman relaxing in a glowing, bubble-filled bathtub shaped like a jar lying on its side in a softly lit room with wooden floor, a table with candles and dried plants on the left, and a chair with towels on the right.
Shelf in Ikea with rows of bottled drinks, including blueberry syrup and other sparkling drinks; social media comments praising these drinks such as 'All their drinks are fire,' 'Lingonberry is actually so bomb,' and 'dude the sparkling pear juice is literally insane'; product listings show prices and ratings for Ikea sparkling pear drink, apple and lingon drink, and blueberry syrup.Four drink bottles on a white background. From left: white bottle labeled Chilldish Creamy Milk with an illustration of a person drawing, plus sign, dark bottle labeled Dryck Blåbär blueberry drink concentrate, red bottle labeled Dryck Lingon lingonberry drink concentrate, and green sparkling pear drink bottle labeled Dryck Bubbel Päron from IKEA.
Three illuminated menu posters on a yellow tiled wall above a row of tables and chairs in a cafe, each showing a drink with name and price: Blueberry Chillmix $6, Pear Chillmix $6, Lingonberry Chillmix $6, with Chilldish and IKEA logos at the bottom right corner.A tilted white bottle labeled "Chilldish Creamy Milk" with a black-and-white illustration of a person drawing on a tablet, next to the text "IT'S TIME TO UNCAP YOUR CHILL" on a beige background.
SELECTED WORKS

the insights

Black-and-white photo of a hand holding a small blank price tag against a light grid background with green text saying: After Two Decades Of Effortless Holiday Magic, The Real Cost Of Adulting Gives Older Gen Z The Ick.
A hand stacking three white cubes on the left side against a light grid background with green text on the right that reads: 'To Celebrate Today, They're Sacrificing Tomorrow. 56% Of Gen Z Are Sacrificing Long-Term Savings To Cover Holiday Costs.'Text reading 'DIY Has Become Their Workaround' and '67% Of Gen Z Shoppers Plan To DIY Their Gifts This Year' with images of scissors, white gift tags, and a roll of tape on a light grid background.
Text reads, 'But Not Their Relief When It Has To Look Perfect.' alongside screenshots of TikTok videos showing failed DIY projects: one with holiday decor fail and another with a woman holding a failed project made of playing cards, captioned 'DIY FAIL'. Additional text says, 'Gen Z's Lack Of DIY Skills Is Costing Them Thousands Each Year.'Text stating being broke is essential in your twenties, yet the holidays feel tougher as a test of how put-together you are, with the words Insight, Broke, and Put-Together highlighted in green.
Text reading Insight followed by a message: To fix the anxiety of being broke, we give Gen Z permission to break the norms, with the words Broke and Break highlighted in green.Text on a white grid background with a piece of gray tape on the right side reading: Introducing Be Merry, Be Messy, a holiday at Dollar Tree.

STATICS

Text in bold black font on a bright green background reading: 'First, We Launch The Greenprint Into Holidays Celebrating The Effort Of Craftsmanship.'Three blueprint-style holiday-themed drawings on a green grid background, titled "The HoliD.I.Y Greenprints." Left: A gingerbread house with candy cane and icing details labeled "Project: Merry 'Mess'terpiece," with a stamp reading "HoliD.I.Y Approved Dollar Tree" and the phrase "You can taste the effort Be Merry, Be Messy." Center: Various Christmas ornaments including a dollar sign, star, snowman face, and classic baubles, labeled "Project: The Originals," with the same stamp and phrase "No ornament crafted the same Be Merry, Be Messy." Right: A decorated Christmas tree with baubles and garland, labeled "Project: Sweat, Tears, and Tinsel," with the same stamp and "Tried and trimmed Be Merry, Be Messy."
Green poster mounted on a brick wall featuring a white line drawing of a decorated Christmas tree with ornaments and garlands, and text that reads "Tried and trimmed Be Merry, Be Messy" along with a circular logo stamp labeled "Holiday Approved Dollar Tree."Two large green billboards with white Christmas-themed blueprint designs: the left shows various ornament shapes, the right features a gingerbread house with candy cane decorations; both include the phrase "Be Merry, Be Messy" and a circular Dollar Tree approval stamp.Green subway train car with white text reading 'Be Merry' on the left side and 'Be Messy' on the right side, each accompanied by a circular logo featuring diagonal lines and the words 'Holiday Approved Dollar Tree.'
Sidewalk chalk art featuring the Dollar Tree logo surrounded by festive holiday decorations, including Christmas trees, ornaments, snowflakes, paintbrushes, and the text 'HOLIDAY D.I.Y. SALE!' with colorful chalk sticks scattered around two pairs of shoes.

ACTIVATIONS

Text on a bright green background reads: Then, We Bring It To Life Through Activations That Make Gen Z Get Crafty.Promotional graphic for Dollar Tree's HoliD.I.Y Tree-Sure Hunt campaign featuring green mailers with a QR code and logo, targeting Gen Z shoppers with a mailer-based scavenger hunt app experience, supported by influencer photos and quotes from BuzzFeed and Adweek.Large decorated Christmas tree in a city square with people on ladders hanging ornaments, and groups sitting at tables crafting decorations outdoors at night, with a Dollar Tree logo displayed on a wooden barrier in front.Text on a bright green background that reads: 'We Hijack Their Doom-Scrolling And Flip It Into: "I Need To Make Something"'.#MERRYMESSY with Santa campaign concept showing three smartphone screens with TikTok posts featuring Santa encouraging DIY Christmas projects: ornaments, gingerbread house, and sweater, alongside insights about Gen Z's love for DIY and the idea of Santa as a holiday mentor guiding and supporting creative gift-making.Hand holding a smartphone displaying a TikTok video of a gold star ornament with a red ribbon and a green HoliD.I.Y. Dollar Tree stamp overlay, surrounded by crafting supplies on a wooden table with holiday lights. Text instructions explain how to use the TikTok HoliD.I.Y. stamp filter for DIY projects in four steps: follow Santa, take a photo with the stamp filter, share on TikTok, and get featured with possible rewards.Text on a green background reading: The brand that makes it and the brand that makes it feel like home. Join us to deepen the personal touch.Green Bic Round Stic pen in special edition Dollar Tree packaging with red bow and a logo stamp. Two fill-in-the-blank cards are shown, one with a phrase template about bringing someone into life. Text explains the collaboration introduces a special-edition green BIC pen and Mad Libs-style cards for customizable messages or sketching projects.Diagram titled THE HOLI.D.I.Y STAYCATION showing a 3D outline of a living room with Christmas decorations and an Airbnb pin in the center. On the left, Insight explains Gen Z plans trips that never happen and suggests turning homes into getaways they couldn't book. On the right, Idea describes Dollar Tree and Airbnb launching the first Airbnb At-Home Experience, a HoliD.I.Y staycation offering an affordable experience with zero travel. Below are five steps: Choose a Staycation on Airbnb, host by inviting 3-5 guests to unlock a free kit, pick up the kit at Dollar Tree, gather friends, and transform the room to share the glow-up.
Airbnb webpage showing a Staycation Experiences section with Dollar Tree collaboration activities including At-Home Spa Day, Backyard Movie Night, Living Room DIY Workshop, and Gourmet Snack Tasting. Below, an Airbnb Originals section features portraits and descriptions of hosts including Tour Jack Pierson in Miami Beach, Olympian Omar Visintin in Milan, Raul Lopez in New York, Francesca Porcellato in Milan, Brent Laing in Milan, a marble sculptor in Athens, and a Buddhist ritual and yoga class in Thailand.Collage of three images showing people decorating for Christmas and a green Staycation Kit box filled with holiday items including red and gold tinsel, ornaments, hot cocoa mix, pretzels, green wreath frames, ribbon, and string lights. One image shows a group smiling while unpacking decorations next to a fireplace with stockings, another shows hands arranging ornaments and ribbons on a wooden table, and the third shows the open kit box on a wooden floor with festive supplies inside.
Green background with a subtle grid pattern and bold black text reading, 'All Together, We Bring The HoliD.I.Y Spirit Into Gen Z's World.'Green background with the text 'Not Perfect, Just Perfectly Theirs' in bold black font near the bottom left.
SELECTED WORKS

Branding

inspiration

Nine circular icons with various abstract designs arranged in a 3x3 grid on a dark purple background, with the word 'Precedents' in stylized pink text on the left.Collage featuring a black-and-white photo of a woman playing cello with a man, multiple-exposure image of a dancer in motion, the Mona Lisa painting, a purple circular textured emblem with a pink letter 'A', a dark purple business card labeled 'LILAC' on a textured surface with a brass object and antler, a blurred lowercase letter 'g' on a lavender background, and a black spiral diagram on a dark purple background, along with six color swatches below in black, dark brown, dark purple, muted purple, pink, beige, and light gray.

TYPOGRAPHY

Dark purple background with text introducing the typography for Lullabē, featuring typefaces Voyage and Averia Serif Libre. Large stylized 'Aa' letters are displayed. Text explains Voyage is a refined display font with elegant curves for headlines, while Averia Serif Libre is highly readable for body text. Sample alphabets, numerals, and symbols are shown for both fonts below the description. The word 'Typography' is on the left side in pink serif font.

Color palette

Concentric semi-circles on a dark purple background display a purple-themed color scheme with names, hex codes, RGB, and CMYK values: Nocturne Plum, Velour Purple, Dusklight Indigo, Amethyst Glow, Iridescent Mist, Rosé Crescendo, and Orchid Echo from outermost to innermost.

Logo Process

Logo design process illustration showing three phases: initial spiral sketch, a mother cradling a baby, and a stylized rainbow with a dot underneath. The largest circle includes a labeled sketch with terms: music sheet, tenuto, moons, cradle, parental arm, echoes, and the word 'Lullabē' at the bottom center.A geometric abstract design consisting of multiple circular shapes with a stylized human figure inside, displayed in different color schemes including black and white, pink and purple, and combinations thereof, arranged in a grid pattern.

MOBILE APP

SELECTED WORKS

KEY VISUALS

Orange fox looking toward a perfume bottle with a label featuring an orange fox above colorful flowers, set on a blue textured background with red flower petals in the top left corner and text reading 'IMAGINARY AUTHORS that foxy day' in the bottom right.A dark green background with a large, low-poly red broken heart shape behind a black rocky platform holding a bottle with a vintage-style label; above it, bold white text reads 'Imaginary Authors' with smaller text underneath stating 'that heart-broken day'.A pink bottle featuring an image of legs with roller skates above a boombox is set on top of a black stereo unit against a purple wall with a large colorful artificial flower above it. Text reads 'Imaginary Authors that first-kiss day.'

BOOKMARK ORIGAMI

AR EXPERIENCE

print ad

Three colorful framed posters on a tiled wall above a row of four metal seats in a subway station. Each poster promotes Imaginary Authors fragrance: the left one features a fox and red flowers with the text 'Imaginary Authors that foxy day'; the center one shows a broken red heart and a perfume bottle on black rocks with 'Imaginary Authors that heart-broken day'; the right one displays a tropical flower above a stereo with 'Imaginary Authors that first-kiss day.'
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