Choon's Design Graphic Designer
Choon's Design is an anomaly among toy and crafting companies. Rainbow Loom was an overnight success and took home Toy of The Year from the New York Toy Show in 2014 (with packaging designed in Microsoft Powerpoint).
I came aboard to help refine branding and support the expanding market for the product internationally. I thrive in an environment that requires many hats — I aided in creating and launching new products, marketing, securing new partnerships, community outreach, and more. I trained novice designers in clipping masks, resizing for social media, and web design.
Brand Management
Brand recognition was very important to the company, due to counterfeit products trying to capitalize on its success. I created a shortform trademark for use on small products like charms, to serve as a guarantee of quality.
I created online advertisments where I was the entire production team. I staged products, set up lighting, photographed, retouched, and composited kits to pitch exclusive products to various retailers, including Walmart and Costco.
I worked in the background to support our team at trade shows by designing banners and one-sheets to attract new business.
Marketing Materials
One of the really wonderful ways Rainbow Loom empowered kids is through the MaxLove Project, an orginization devoted to helping children thrive against cancer. We were honored to have provided the vehicle for this fundraiser, and supported it monetarily and through social media.
Packaging Design
I was entrusted with the first offering from Choon's Design directed towards adults. We traded the bright, busy backgrounds for a craft-paper aesthetic and tried a more understated approach.
Product Design
The Alpha Loom was my favorite product we developed and I managed most of the product roll-out. First, I had to become an expert in using the product, so I could create the designs I used in the packaging.
Then I could stage and photograph those examples, and use them to create dielines for the box with the tray layout in mind. I wrote the copy for the box and instruction manual, which I also illustrated.
Product Design Supplemental
I supplemented the Alpha Loom product launch with a book of designs meant to serve as direct instructions, but also a spark of inspiration. I provided over 120 designs in over 12 categories to show how a limited palette could stir creativity.
Product DesignExplorations
We were often tasked with testing or inventing prospective products. The founder of the company was interested in exploring licenced content, and I set to prototyping proprietary pieces that would attach to a skeleton that could be built around using existing looming techniques.
Product DesignCharms
I designed a collection of charms based off a special clip for grabbing onto rubberband bracelets. I established a color palette that limited the need for chemical tests on the finished products.
Instructional Design
I designed a few instructional booklets to accompany specialty tool. The goal was to use the limited space I had to teach a method of crocheting with rubber bands to both visual learners, and those who learn by reading. I reiterated content in a few ways to reach as many crafters as possible, including mixing photographs and illustrations, text and diagrams.
