Branding: Luciana Vega 

Brand: American Girl®

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Challenge: American Girl’s 2018 Girl of the Year™, Luciana Vega™, was an aspiring astronaut with a bold dream—becoming the first girl to go to Mars. The creative challenge was to develop a visual identity that captured not just Luciana’s passion for science and space exploration, but also her individuality, creativity, and personal style. The brand needed an engaging visual system that could resonate with kids, parents, and partners while remaining flexible across campaigns, products, and platforms.

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Solution: As part of the brand creative team, I helped create a dynamic visual environment that brought Luciana’s world to life. Drawing inspiration from her space-themed narrative and bold personality, we developed brand assets and a cohesive style guide used across internal and external teams. My contributions included research, concept development, strategic storytelling, typography, illustration, and custom asset creation. This work extended beyond Luciana to other characters and campaigns, helping shape the evolving American Girl master brand through both seasonal and long-term design systems.