Role: Lead Designer / Brand Identity Redesign

I led the brand identity redesign for Toys “R” Us during a pivotal moment of reinvention. Tasked with modernizing the iconic retailer while preserving its playful spirit, I reimagined the core wordmark, created an adaptable system of star-based visual elements, and helped reintroduce Geoffrey the Giraffe with a refreshed, contemporary look. The result was a cohesive and scalable identity system that brought clarity, joy, and renewed energy to the brand across retail, packaging, and digital touchpoints.