PROJECT OVERVIEW
Spearheaded the rebranding and digital modernization of Toys “R” Us Canada, revitalizing the brand’s visual identity, customer engagement strategy, and digital experience to connect with a new generation of families.
CHALLENGE
Modernize Toys “R” Us Canada’s brand identity and online experience to appeal to today’s mobile-first, digitally savvy families while preserving the brand’s beloved heritage and character.
STRATEGY
• Refreshed the corporate logo to reinforce Canadian brand distinction, and reimagined Geoffrey the Giraffe to align with contemporary illustration and animation trends.
• Led a full-scale digital transformation of ToysRUs.ca, with mobile-first UX/UI enhancements to streamline navigation, improve content hierarchy, and create a bright, child-friendly digital environment.
• Developed new brand standards, visual style guides, and creative templates to ensure cohesive omnichannel customer experiences across digital, in-store, and social channels.
• Directed high-profile marketing collaborations with Disney, Pixar, Nickelodeon, and Toronto Blue Jays, producing engaging, educational content and interactive in-store activations that strengthened brand partnerships and customer loyalty.
• Led the creative reimagining of the company’s flagship marketing vehicle, the Holiday Gift Guide, enhancing visual storytelling, photography direction, and layout systems to better showcase seasonal product offerings.
Holiday Toy Book
• Led a full-scale e-commerce UX/UI overhaul, driving a 35% increase in conversion rates and elevating the online customer experience.
• Developed high-impact omnichannel campaigns that boosted customer loyalty and drove a 25% revenue growth.
• Expanded brand engagement through strategic cross-promotional partnerships with Disney, Pixar, and Nickelodeon.
• Developed high-impact omnichannel campaigns that boosted customer loyalty and drove a 25% revenue growth.
• Expanded brand engagement through strategic cross-promotional partnerships with Disney, Pixar, and Nickelodeon.
Proud to have led the modernization of Toys "R" Us Canada’s brand identity and digital experience, helping a beloved brand connect meaningfully with a new generation of families.
