TRANSFORMERS
As the lead instructions designer for the Transformers line by Hasbro and Takara Tomy, I have created instructions and bonus content for hundreds of Transformers figures. Below are a few of my favorite projects from the past few years.
As the lead instructions designer for the Transformers line by Hasbro and Takara Tomy, I have created instructions and bonus content for hundreds of Transformers figures. Below are a few of my favorite projects from the past few years.
TRANSFORMERS:COLLABS
Special crossover releases that bring Transformers together with other iconic brands.
• Collaborated with iconic partner brands on limited, collectible releases.
• Created a clear, engaging experience for fans of both worlds.
• Created a clear, engaging experience for fans of both worlds.
Partners: Engineers, Product Designers, Render Artists, Package Designer, Brand Writer, Marketing
TRANSFORMERS:CONVENTION EXCLUSIVES
Limited-edition figures created exclusively for fan events and conventions.
• Developed instructions for special event and collector releases.
• Ensured each design feels unique and premium to match the product.
• Delivered an experience that celebrates the event and the fans.
• Ensured each design feels unique and premium to match the product.
• Delivered an experience that celebrates the event and the fans.
Partners: Engineers, Product Designers, Render Artists, Package Designer, Brand Writer, Marketing
TRANSFORMERS:HASLAB
Large-scale, premium collector pieces with intricate designs and transformations.
• Designed instructions for large-scale, intricate Transformers projects.
• Balanced high complexity with user-friendly visuals to guide fans smoothly through the play experience.
• Created instructions that enhanced the premium, collector-level experience.
• Balanced high complexity with user-friendly visuals to guide fans smoothly through the play experience.
• Created instructions that enhanced the premium, collector-level experience.
Partners: Engineers, Product Designers, Render Artists, Package Designer, Brand Writer, Marketing
TRANSFORMERS:SYSTEMS
Developed a flexible instruction template system adaptable across all product scales.
• Created modular templates that scale seamlessly from Deluxe Class to Titan Class figures.
• Ensured consistent layout, style, and branding across the entire Generations line.
• Streamlined production with easy updates and reformatting for new releases.
• Designed this modular system to enable smooth collaboration with partners and vendors.
• Ensured consistent layout, style, and branding across the entire Generations line.
• Streamlined production with easy updates and reformatting for new releases.
• Designed this modular system to enable smooth collaboration with partners and vendors.
Partners: Engineers, Product Designers, Render Artists, Package Designer, Brand Writer, Marketing
WaterRower
Prior to my time with Hasbro, I worked as an in-house brand and content designer for the fitness brand, WaterRower (and sub-brand Slider Dynamic). I loved my time working with this line of exquisitely designed fitness equipment and my favorite part of this work was helping the consumer understand what a special product this is.
Prior to my time with Hasbro, I worked as an in-house brand and content designer for the fitness brand, WaterRower (and sub-brand Slider Dynamic). I loved my time working with this line of exquisitely designed fitness equipment and my favorite part of this work was helping the consumer understand what a special product this is.
Print|Digital|BRANDING
Unified WaterRower’s visual communication across product, marketing, and sales touchpoints.
Instruction Manuals
Email Info Design
Presentation Slides
• Led creative direction across print, promotional and digital materials
• Designed brochures, instruction materials, and welcome emails
• Art-directed product and lifestyle photoshoots
• Created sales and vendor presentation decks
• Authored brand guidelines and managed HQ and partner use
• Designed brochures, instruction materials, and welcome emails
• Art-directed product and lifestyle photoshoots
• Created sales and vendor presentation decks
• Authored brand guidelines and managed HQ and partner use
