Smarts & Crafts
Branding, Packaging, Pattern Design

2020–2021
I designed the logo and branding for Smarts & Crafts, a new 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.




Smarts and Crafts Logo Design by Valerie Nelson, 2020




I additionally created the overarching branding language for the entire Smarts & Crafts product line. 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 with other members of Todd Oldham Studio.



Smarts & Crafts Pattern Designs and Packaging Designs by Valerie Nelson








About Valerie Nelson

Valerie grew up in south Florida, where she acquired a fondness for thunder storms, local street iguanas, and flamingo lawn ornaments. She has a diploma in Visual Arts and a BFA in Graphic Design, and she currently works and resides in Rhode Island.


For a full look at her CV, please request through email.