Back to school

A concept campaign for a lifestyle brand that makes bags and matching essentials for parents, kids, and babies, developed for their Back to School collection as part of a design case assignment.

The brief: capture the chaos and joy of the after-school rush, street adventures, playground games, and the freedom of playing outside with friends.

The direction started with a moodboard built around energy, color, and play: playful cutout shapes and dynamic forms that suggested movement from the very first sketch. From there, a colorful logo emerged, complete with a pair of eyes that gives it character and taps into how kids see the world. The color palette builds on the brand's existing yellow, expanded into a playful set of tones named after the hours after school.

Three keywords from the brief shaped a set of graphic elements, clean but full of energy, that carry through every touchpoint, including animated IG stories where shapes explore, slide, and tumble into frame.