JEN GEROSO

We had acquired the license for Hello Kitty and were already making collections for TJ Maxx, but this would be the first collection that we would be launching under our label.

Goal: Create a collection that would generate excitement for both Hello Kitty fans and the Studio Oh customer, and could be sold to higher end retailers.

As Art Director and Designer, I was tasked with selecting art assets and a color palette and using them to design product mockups while adhering to Sanrio’s brand and style guidelines. I chose a slightly stylized version of Hello Kitty and simple, classic icons to elevate the designs for the adult market. During this time the company decided to take advantage of the upcoming back-to-school season, and so additional college-themed designs were integrated into the everyday collection. The licensor approved the collection designs with minimal comments.

Outcome: We had a lot of success with this launch, and saw a lot of positive feedback online. Our marketing team created the beautiful product shots on this page and promoted the collection online and at trade shows. After promotions on Hello Kitty’s Instagram page garnered over 30K likes, our Sales team was able to sell the collection to retailers we had never sold to before, including Urban Outfitters and Nordstrom. This positive response opened the door to acquiring more licenses for the company and many more exciting collections in the future.

Product photos courtesy of the Studio Oh marketing department.