Yoto

Role: Global Creative Director

Challenge
Scale a fast-growing business that lacked a clear brand system, consistent creative direction, and a team capable of delivering at the right level.

Response
I rebuilt both the brand and the way the team worked.

The key shift was moving Yoto from a parent-led brand to a child-led one. Most brands in this space speak to parents and treat kids as the audience. We flipped that. Everything was built around how kids actually experience the product curiosity, play and discovery and that perspective became the foundation of the brand.

From there, I defined a clear creative direction across product, marketing and content, creating a unified system spanning website, app, film, photography, illustration and motion. I elevated the craft, partnered with external agencies and restructured production to ensure the output was consistent and scalable.

I also introduced new content formats, including Music with Yoto and Cooking with Yoto, alongside more imaginative “how-to” films that made the product clearer and more engaging.

Outcome
The work transformed Yoto into a coherent, scalable brand, supported product growth and created the momentum to expand the product line. The systems and creative direction remain in place today