Bridget Hawkins

Ellenville Central School District aspired to update their mascot, the Blue Devil. Over the years, they had used a variety of devil characters– mostly clip art obtained online, with no particular design officially sanctioned. Their goal for a redesign was to standardize the mascot, while conceiving a more modern, approachable character having broad appeal to K-12 students.

The final design proposals solved for both the mascot, and the athletic program’s overall brand identity. Two design options were presented; highlights are shown here.

Hair Expressions was a successful family hair salon located in Middletown, NY for over 30 years. I was responsible for all of the creative and marketing, including brand identity, and all photography, copywriting, website design & management, SEO, social media creative & advertising.

Kid's free time has dropped by 25% since 1981, with one in three kids lacking recess in their school day. According to experts, unstructured play is the best way to stimulate a child’s development. ToysRUs supports kids right to free play, and takes a stand with this multi-channel repositioning campaign. In “The Great Speech,” Gracie takes a stand for all kids’ right to good old-fashioned play. This campaign launched in fall 2017 with TV, online video, social, an online experience featuring “Play Recipe” video content, and a giant, interactive Etch-a-Sketch installation in NYC.

In Spring 2018, we took the campaign outside. Experiential, real-life and free play comes through the most outside, where kids are encouraged to go wild and be loud. Where there's more than one way to go down a slide, and no “wrong way” to play in a sandbox. No rules, just free play. Because today we play.

Going back to school is an emotional journey for kids and parents, filled with anticipation, excitement and sometimes anxiety. It’s a time of transition from the lazy days of summer to the more hectic days of pick-ups, drop-offs, car pools and extracurricular activities. Stress levels increase as parents attempt to plan every little moment in advance. Ironically, it’s the unstructured moments that allow children to discover themselves, and let their individuality emerge in a very natural way.

Consumer Insights reveal that parents view back-to-school shopping as an opportunity for a fun, bonding experience with their kids. Slay the First Day: Go Back to School the FUN Way leverages this insight by celebrating kids' individuality and reminding parents that we can help make getting ready for the first day of school a whole lot of fun.

This campaign appears in social, online video, digital and print advertising and in store signage. 

Holiday insight: kids will do anything to stay on the nice list to get what they want for Christmas… and parents will do anything to find the right gifts to make their kids happy. “Naughty is Not an Option” reflects both of these truisms in a way that will resonate with customers.

Campaign featured an augmented reality experience in store and an interactive print catalog and online experience, with support from TV/online video, radio, digital, social, store signage, gift wrap & bags, and team member tee shirts.

The insight for Easter is that while it's a toy focused holiday, parents do the shopping with little influence from their kids. “Toys Last Longer than Candy” reminds parents that toys are sugar free, and much more fun! This campaign leverages social and video content to inspire and help parents (and grandparents, too) choose creative gifts based on kids' favorite characters, activities and interests, with support from TV, online video, digital and print.

Led the evolution of BabiesRUs brand identity by shifting to an editorial-style approach to photography and video, featuring real-life, diverse families, understated styling and natural daylight shot in real environments. An authentic, ownable look was achieved, increasing engagement and brand affinity with our target audience.

Led the development of the FAO Schwarz brand style and voice, anchored by a strong photography style. By establishing a high-end, specialty look & feel for this iconic, luxury toy brand, a unique distinction from ToysRUs was made. Highlights from various marketing campaigns shown here.