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Smarts & Crafts
Logo, Branding, and Packaging
2020–2021
![](https://freight.cargo.site/t/original/i/c453e5f99270d6b420396c677b08959e51a7e60821d5a83e5ef5fbba3e1e71ee/Smarts_and_Crafts_Logos_on_Example_Backgrounds.jpg)
![](https://freight.cargo.site/t/original/i/581bc6a921ecc2304622e3c51e8d855f3ae71147dff73c314787165245fbda0c/portfolio_3_4.3_-12.png)
![](https://freight.cargo.site/t/original/i/6a84a610a86fe47ebc1b024183de848d8eb0a2537979c7de2e3d0096f581544b/portfolio_3_4.3_-14.png)
![](https://freight.cargo.site/t/original/i/c6624f3b38fde3ac2596a923cba362ae3e5a45dc9ae5357d0c95ed0881bd0e11/portfolio_3_4.3_-11.png)
I designed the logo and overall branding for Smarts & Crafts, a new sustainable and accessible kids arts & crafts line created by Todd Oldham.
The S&C logo is meant be visually friendly in either a 2D or 3D space. The design aims to invite the viewer to imagine the logo itself as a playful object, complete with additional sides and dimensions.
The S&C logo is meant be visually friendly in either a 2D or 3D space. The design aims to invite the viewer to imagine the logo itself as a playful object, complete with additional sides and dimensions.
Smarts and Crafts Logo Design by Valerie Nelson, 2020
![](https://freight.cargo.site/t/original/i/ffa3f8d296cd4858f902ecd7d29791ce74695262f68064c34a10d0d73194254c/SC_LOGO_1.jpg)
![](https://freight.cargo.site/t/original/i/a8fceae06e2ca403e3c6488e2a81b8359371e503b661d69ea7daeecb59ee3e1d/ROBOT_SMUSH_CRAYON.jpg)
![](https://freight.cargo.site/t/original/i/362e4bdab60883a2ee1ea8ca0490eebf34ea83182e2a704fbdc6e8fb4bda2bf3/SC_LOGO_6.jpg)
![](https://freight.cargo.site/t/original/i/e26cd69934198050ddcd971dbcdd33d9c28f05458bc764509f74050da07545f3/RAINFOREST_SMUSH_CRAYON_7.jpg)
I additionally created the overarching branding language for the entire Smarts & Crafts product line and the corresponding packaging. S&C’s packaging involves multiple hand-drawn elements and numerous custom patterns that were spread across the entirety of the brand. Additionally, the packaging contained unique box shapes and diecuts that corresponded to each product.
I worked on the artwork for each packaging design along with the rest of the team at Todd Oldham Studio.
I worked on the artwork for each packaging design along with the rest of the team at Todd Oldham Studio.
![](https://freight.cargo.site/t/original/i/0caeddba2dff29d554c595ee39cc1bf0aba6fcdb284e9dc366e83e9f841a5cb3/RAINBOW_CRAFT_STICKS_8.jpg)
![](https://freight.cargo.site/t/original/i/a8ccdc0380747ab41244aead930aff79ef43fe81082482f4baf56a9ef82d10ac/SMARTS_AND_CRAFTS_Pattern_Swatches-19.jpg)
![](https://freight.cargo.site/t/original/i/4da9a2af4ad703e8a64203492a387a62eab1250f5faf0f5615e7312003137e10/SMARTS_AND_CRAFTS_Pattern_Swatches-14.jpg)
![](https://freight.cargo.site/t/original/i/fdb98400c815eb5628b149f81eb79d93e2f252379fe47735988a023da753beb4/SMARTS_AND_CRAFTS_Pattern_Swatches-15.jpg)
![](https://freight.cargo.site/t/original/i/94d27110c2047bfdc5d52fd389443aec7650909581ea2046e9e69e3700247e12/SMARTS_AND_CRAFTS_Pattern_Swatches-16.jpg)
![](https://freight.cargo.site/t/original/i/6b3a4e923cdea1f9c63908f7fe79abf20a5566f7162656e7412f253617f80583/SMARTS_AND_CRAFTS_Pattern_Swatches-17.jpg)
![](https://freight.cargo.site/t/original/i/6fb98708bc6f561f676bf8fe66a304fdf40ae1e35be653164bc7dd8e79210002/RAINBOW_SMUSH_CRAYON_1A_V3.png)
![](https://freight.cargo.site/t/original/i/ff17bb1b1bcf1b184501c8854fcd942341490b475245817986b202dc1f54d5cb/sc_pencils_2.jpg)
![](https://freight.cargo.site/t/original/i/8bd9aa406154069467adb8d00fa4c93a20db19dcd53070b09688908bb9b6bb7b/COSMIC_SMUSH_CRAYON_1.jpg)
![](https://freight.cargo.site/t/original/i/4f10b477608e81d5b321c0b13f77c1f216d6e5ab10a72697f86aea849c9e6f7c/d0541723-3a1a-4ea1-825f-a70dde2f4ffa.5ddf3e8ccdaca272dcb42409cdaee323.jpeg)
![](https://freight.cargo.site/t/original/i/cf8bd6c7f9d4589d9624b76e85589ded8b95ead68e368ec5927dbe9a89beeeb7/51426bbf-2712-4b4a-b799-73ed8d844a40.15fd500be5c60d0016d48f05f8cf4dca.jpeg)
![](https://freight.cargo.site/t/original/i/d89b9b52261633aadd320dc404cc429117e5e955ed98399d08b42cf735f80f0c/BRUSH_SET_1.jpg)
![](https://freight.cargo.site/t/original/i/44162a5476cacc99b50c0b32ad59d880fc3beffb9c220cdb4e4b02e78951564b/JOURNAL_STUDIO_1_V2CutOut.jpg)
![](https://freight.cargo.site/t/original/i/fbabd7c28a354a1d016f4d1fafed20053db75dc4b6b5074bc73dd46ee9f1aaf3/journal_studio_back.png)
![](https://freight.cargo.site/t/original/i/37e6c736535e79606397875240ed443b45ff0271b3739022ff183223f407a2a8/e238908f-5375-471e-bf28-6e347759ba2e.b3be851440c40e53bcf05e73946ec84a.jpeg)
Smarts & Crafts Pattern Designs and Packaging Designs by Valerie Nelson
The branding then became a web show, click here to see my animated branding work for Smarts & Crafts TV.