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Hi, I'm Sara Erickson, a passionate creative professional with over two decades of experience in creative direction, branding, and design, especially within the games, toys, and consumer products industries. I've had the pleasure of leading talented teams and managing exciting projects that have brought products to life and garnered industry recognition, including a Toy of the Year award. My background combines a keen eye for typography and brand architecture with hands-on expertise in packaging and lifestyle photography direction. I love collaborating cross-functionally to revitalize brands and drive consistent visual storytelling that truly resonates with target audiences. I'm enthusiastic about mentoring designers and fostering creativity in fast-paced environments. When I'm not crafting standout packaging or style guides, I enjoy staying ahead through trend research and innovating design processes that elevate brand positioning.…Hi, I'm Sara Erickson, a passionate creative professional with over two decades of experience in creative direction, branding, and design, especially within the games, toys, and consumer products industries. I've had the pleasure of leading talented teams and managing exciting projects that have brought products to life and garnered industry recognition, including a Toy of the Year award. My background combines a keen eye for typography and brand architecture with hands-on expertise in packaging and lifestyle photography direction. I love collaborating cross-functionally to revitalize brands and drive consistent visual storytelling that truly resonates with target audiences. I'm enthusiastic about mentoring designers and fostering creativity in fast-paced environments. When I'm not crafting standout packaging or style guides, I enjoy staying ahead through trend research and innovating design processes that elevate brand positioning.

Sara Erickson

Creative Director, Graphic Designer, Designer, +3

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Hi, I'm Sara Erickson, a passionate creative professional with over two decades of experience in creative direction, branding, and design, especially within the games, toys, and consumer products industries. I've had the pleasure of leading talented teams and managing exciting projects that have brought products to life and garnered industry recognition, including a Toy of the Year award. My background combines a keen eye for typography and brand architecture with hands-on expertise in packaging and lifestyle photography direction. I love collaborating cross-functionally to revitalize brands and drive consistent visual storytelling that truly resonates with target audiences. I'm enthusiastic about mentoring designers and fostering creativity in fast-paced environments. When I'm not crafting standout packaging or style guides, I enjoy staying ahead through trend research and innovating design processes that elevate brand positioning.…Hi, I'm Sara Erickson, a passionate creative professional with over two decades of experience in creative direction, branding, and design, especially within the games, toys, and consumer products industries. I've had the pleasure of leading talented teams and managing exciting projects that have brought products to life and garnered industry recognition, including a Toy of the Year award. My background combines a keen eye for typography and brand architecture with hands-on expertise in packaging and lifestyle photography direction. I love collaborating cross-functionally to revitalize brands and drive consistent visual storytelling that truly resonates with target audiences. I'm enthusiastic about mentoring designers and fostering creativity in fast-paced environments. When I'm not crafting standout packaging or style guides, I enjoy staying ahead through trend research and innovating design processes that elevate brand positioning.

Available to hire

Hi, I’m Sara Erickson, a passionate creative professional with over two decades of experience in creative direction, branding, and design, especially within the games, toys, and consumer products industries. I’ve had the pleasure of leading talented teams and managing exciting projects that have brought products to life and garnered industry recognition, including a Toy of the Year award. My background combines a keen eye for typography and brand architecture with hands-on expertise in packaging and lifestyle photography direction.

I love collaborating cross-functionally to revitalize brands and drive consistent visual storytelling that truly resonates with target audiences. I’m enthusiastic about mentoring designers and fostering creativity in fast-paced environments. When I’m not crafting standout packaging or style guides, I enjoy staying ahead through trend research and innovating design processes that elevate brand positioning.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Intermediate

Editorial Illustration

Intermediate

Flyer

Intermediate

Poster

Intermediate

Language

English

Fluent

Work Experience

Creative Director at PlayMonster

January 1, 2020 - June 2, 2024

Lead a team of visual designers from product concept to production, while collaborating with cross-functional departments to ensure consistent brand messaging across a rapidly expanding product line. Maintained strong focus on current product design trends, developed innovative packaging structures, and cultivated impactful brand identity. Collaborated closely with product management, marketing, and engineering teams to establish design objectives, requirements, and timelines. Conducted regular design reviews and provided constructive feedback to team members, fostering a culture of continuous improvement and innovation. Spearheaded visual design projects from inception to completion and oversaw the creative direction to ensure adherence to brand guidelines. Proactively researched and recommended emerging design technologies, tools, and techniques to enhance team productivity and efficiency.

Senior Creative Manager, Design & Development at Hasbro

January 1, 2016 - January 1, 2020

Oversaw a team of six professionals across three gaming and toy product segments, driving multi-million-dollar business growth through strategic direction and effective collaboration. Played a crucial role as a principal designer, providing expert guidance and motivation to the team. Collaborated with cross-functional teams including marketing, product development, and engineering to ensure seamless integration of design elements into the final product. Conducted regular team meetings and performance evaluations, and provided constructive feedback and guidance to maintain high standards of quality and productivity. Directed all aspects of printed graphics, photo shoots, and brand materials development, including style guides and trade shows, while maintaining strong relationships with external vendors and licensors. Stayed current with industry trends and emerging technologies, proactively introducing new ideas and methodologies to enhance the overall design process.

Creative Director at SwimWays Corporation

January 1, 2012 - January 1, 2016

Served as a highly successful Creative Director with expertise in consumer-packaged goods, collaborating with Marketing team to achieve sales and market share targets. Spearheaded all location-based photo shoots, ensuring flawless execution aligned with the brand's strategic goals. Continuously monitored industry trends and emerging technologies, proactively introducing innovative ideas and methodologies to enhance the design process and keep the brand relevant in a highly competitive market. Functioned as a Brand Ambassador for multiple in-house brands and licensing partnerships with Disney/Marvel/Star Wars. Developed and implemented branding strategies that enhanced the company's market position.

Senior Packaging Designer & Department Manager at SwimWays Corporation

January 1, 2006 - January 1, 2012

Played a key role in designing and implementing impactful packaging and collateral materials that effectively communicated SwimWays, COOP, and Kelsyus brands' product positioning and value proposition. Demonstrated keen eye for design, typography, and package/brand architecture. Collaborated with Creative Director to balance and track departmental workloads, prioritize tasks to meet deadlines, and maintain a positive and enthusiastic approach. Developed compelling packages for retail sales presentations and created a range of printed materials, including catalogs, flyers, and POP displays aligned with brand goals. Continuously updated skills and knowledge of industry trends and emerging technologies, introducing innovative design methodologies to enhance visual impact.

Creative Director at PlayMonster

July 1, 2020 - May 31, 2024

Led a team of writers and designers through the creative development process, ensuring consistent brand messaging across a diverse product line of games, toys, and activities. Successfully contributed to the games business leading to a Toy of the Year award for 5 Second Rule Relay in 2023. Played a key role in revitalizing the branding of Hasbro licenses such as Koosh, Spirograph, GloFriends, and Weebles. Specialized in standout packaging and collateral that effectively communicated brand and product positioning. Provided leadership, motivation, and constructive feedback to maintain quality and productivity among designers.

Senior Creative Manager, Design & Development at Hasbro

June 1, 2016 - July 1, 2020

Led a team of six design professionals across gaming and toy product segments including Monopoly, Kids & Family Games, Playskool, Sesame Street, and FurReal. Oversaw a multi-million-dollar business directing printed graphics, photo shoots, brand materials including style guides and trade shows. Acted as principal designer ensuring deadlines and budget compliance. Maintained vendor and licensor relationships and introduced innovative design methods enhancing the design process.

Creative Director at SwimWays Corporation

November 1, 2012 - June 1, 2016

Drove SwimWays' sales and market share goals by leveraging expertise in consumer-packaged goods. Directed photo shoots and ensured flawless brand strategy execution. Introduced innovative design concepts and maintained SwimWays' competitive market position. Acted as Brand Ambassador for in-house brands and licensing partnerships with Disney/Marvel/Star Wars, formulating and executing branding strategies.

Sr Packaging Designer & Department Manager at SwimWays Corporation

January 1, 2006 - November 1, 2012

Created impactful packaging and collateral for SwimWays, COOP, and Kelsyus brands. Collaborated closely with the Creative Director to manage workloads and meet deadlines. Developed retail presentations, printed materials including catalogs, flyers, and POP displays aligned with brand objectives. Introduced innovative design approaches improving brand visual appeal and stayed abreast of industry trends.

Creative Director at Commonwealth Toy

October 1, 2000 - January 1, 2006

Spearheaded branding and packaging of plush and soft goods for clients such as FAO Schwarz, Toys R Us, and Target. Collaborated on licensed items with Discovery Channel, Peeps, and Nickelodeon. Managed a small team ensuring design and production standards. Created graphic mock-ups for sales presentations and supervised showroom setups and photo shoots, coordinating materials effectively.

Graphic Designer at DC Comics

March 1, 1999 - October 1, 2000

Designed templated and original layouts for comic book covers and interior pages. Applied color correction and design enhancements to improve visual impact. Created distinctive logos for comic titles. Provided art corrections and digital fixes to finished comic artwork before publication.