System building
across 100 SKUs
Commercial packaging developed across darts, cabinets, catalogues, and family games, carried through to supplier-ready artwork.
Build products, not isolated graphics.
At Formula Sports & Games I worked across a large and evolving retail catalogue. The work connected packaging, product graphics, catalogues, campaign assets, and finished art, so every design decision had to survive production and remain coherent across the range.
A range with one recognisable world.
Given broad creative ownership of a new darts collection, I drew on Greek mythology to create six distinct products within one visual family. My involvement extended from barrel colours and etched marks to flights, packaging, and launch artwork.
Refresh without losing recognition.
For a core wooden-games range, I replaced the existing heavy visual treatment with a brighter system built around the blues and whites already associated with the company. The redesign added energy while remaining practical across varied box shapes and product information.
Finished art was part of the design.
Artwork had to be legible, technically correct, and ready for suppliers. I treated dielines, hierarchy, colour, product imagery, and repeatable rules as one system rather than separate production steps.
Selected
artwork.
