Creative Direction: Chris Skiles
Concept - Art Direction: Julia Hammerer / Jora Frantzi
Production: Vehicle Works / Conscious Minds Studios
Concept - Art Direction: Julia Hammerer / Jora Frantzi
Production: Vehicle Works / Conscious Minds Studios
At Crocs, I designed a global digital design system that translated a bold, playful brand into scalable campaigns across platforms and regions. I focused on building flexible frameworks that preserved emotional impact while enabling speed, clarity, and consistency at scale.
The system was built on modular layers - typography, color logic, layout grids, product treatments, and carefully generated AI elements - all governed by clear brand rules. By separating and standardizing these components, campaigns could scale across channels and regions without rebuilding from scratch.
