- ROLE
Art Direction, Graphic Design
- FOR
Spin Master
My logo was chosen as the official branding for Hopscotch, Spin Master's proposed internal creative agency. The design was inspired by the brand's positioning: "At Hopscotch, we draw our own path, one that takes brands where they need to go. We craft ideas that leap over the expected, the boring, and the uninspiring." The logo features a bold, geometric custom typeface inspired by the patterns of a hopscotch grid. Its clean lines and simple shapes within a structured square grid reflects playfulness and professionalism. The goal was to craft a visual identity that felt connected to Spin Master while being strong enough to stand on its own when needed.
Final logo worked on in collaboration with fellow
Senior Graphic Designer.
To expand the design's potential, I leveraged the boldness of the typeface to create a flexible design system.
Each letter and the shapes within them became a unique toolkit to create dynamic layouts and visuals, giving the brand a playful, modern look that could adapt to different applications.