Nighttime scene in Times Square, New York City, featuring a large Toys R Us store with a brightly lit, colorful display and banners with a giraffe mascot. The street is bustling with people and cars, with light trails from moving vehicles.

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.

Colorful toy story logo with the word 'TOYS' in multicolored letters and a yellow 'R' in a blue star shape.

OLD LOGO

NEW LOGO

Colorful logo spelling 'TOYS ' with each letter in different bright colors and star patterns.
Color palette with pink, orange, white, green, and blue vertical stripes, each labeled with hex, RGB, and CMYK color codes.
Toys 'R' Us logo with colorful letters and star icon.
Blue background with a pattern of various-sized light blue stars.
Blue and white shopping paper bag with star patterns, featuring a giraffe illustration on the side.
Colorful boxes with star pattern designs, some boxes are yellow, pink, blue, and green, arranged in a staggered stack.
Pattern with blue background and various blue letters and stars.
Colorful round tags with 'Toys 'R' Us' logo, some with space for 'To' and 'From', on a white background.
A white Envelopes and blue starry-themed stationery with Toys 'R' Us branding visible on the card and label.
A cartoon giraffe with a long neck and big eyes inside a blue glass with a blue straw.
Five animated cartoon giraffes standing and dancing against a black background.
Cartoon illustration of a blue whale and a yellow giraffe with orange spots, with the giraffe standing beside the whale.
Night scene of Toys 'R' Us store with colorful, illuminated exterior featuring a large blue elephant logo and various toy-themed decorations, busy street with moving cars and pedestrians.
Entrance of a Toys 'R' Us store with large colorful sign and a crowd of shoppers inside.
Toys R Us store entrance with colorful star decorations, large giraffe mascot, and children and parents shopping inside.