During my role as brand creative director, I helped lead the strategy, design, and development of Cricut’s early global packaging system across hundreds of SKUs, from major product launches to everyday tools, materials, and accessories. We strengthened the brand’s most recognizable retail assets, including bold color, clear product visibility, and intuitive iconography, while creating a more consistent and scalable system built to stand out on crowded shelves.

As Cricut rapidly expanded, My team helped evolve the system across new categories, retailers, and international markets, including a transition to seven-language packaging that improved global production efficiency. We also advanced more sustainable packaging solutions by eliminating shrink wrap in key applications and introducing recyclable PET alternatives.