Global Creative Director

Shaping a modern Children Brand.

At Yoto I helped shape the creative direction of the brand during a period of growth, leading work across campaigns, product launches, and brand evolution. I developed platforms such as Baking with Yoto and Summer with Yoto, positioning the brand within everyday family moments and driving deeper engagement through community and influencer programmes.

I played a key role in launching the Yoto Player and Yoto Mini, creating core storytelling assets that supported product understanding and sales. Working closely with senior leadership, I contributed to evolving the brand identity, website experience, and visual language across photography, film, and social.

My focus was on shifting Yoto from a functional product into a culturally relevant children’s brand, building emotional connection with families and establishing creative principles that continue to inform the brand today.