Creative Direction for a Purpose-Driven Product Launch: Making Play More Accessible for Every Child
When Miracle Recreation set out to redefine early childhood play, they did so with a bold goal: to design a play environment where every child—regardless of ability—could feel included, engaged, and empowered. With insights from child development and inclusion experts, they developed Mini City, a line of imaginative, accessibility-forward playground products specifically designed for preschool-aged children, including those with autism, developmental delays, and mobility challenges.
As Art Director, I was at the forefront of this mission-driven product launch, overseeing a fully integrated marketing campaign that spanned concept to execution. I partnered closely with external vendors and led on-site art direction for a dynamic $100K photo and video shoot that visually captured the spirit of inclusive play. From there, I directed the creation of a wide range of deliverables, including: photography, videos, printed brochure and 200 page catalog mailed directly to customers, immersive 3D CAD renderings for product visualization, website presence, digital and print advertising assets, and social media content and strategy.
This thoughtful and emotional campaign not only brought the Mini City line to life—it also resonated with customers in a meaningful way. The launch exceeded sales targets at every key milestone (1, 3, and 5 years), proving that when design and purpose align, impact follows.
Art Direction \ Graphic Design \ Project Management \ Media Production \ Staff, Vendor and Media Relations
