UNO Fandom is a collectible extension of the classic card game that partners with popular franchises to create custom designed editions tapping into fan culture and nostalgia.

I led the visual development and art direction for several editions, collaborating closely with licensees, internal brand teams, engineers, and marketing partners. My role went beyond design, shaping the creative strategy, defined visual direction, and ensured each edition felt authentic to both the UNO brand and the partner IP.

Each project began with a deep dive into existing brand guidelines or, when none existed, an opportunity to build something entirely new. I created pitch decks presenting multiple creative directions, shared them with cross-functional teams, and refined the work through feedback and collaboration.

One standout example is UNO Fandom: Monster High. With no style guide available, I developed the concept and assets from the ground up. The final design combined Monster High’s spooky-chic aesthetic with nostalgic yearbook elements, creating a unique look that stood out on shelves and connected deeply with fans.

Monster High sold out in just two days on Mattel Creations, becoming the first UNO Fandom edition to ever sell out. Its success guided the product line strategy and justified expanded quotas for 2025.

My Role:

• I led the visual development and art direction, shaped creative strategy, developed brand assets from concept to final execution, created pitch decks for cross-functional approval, and collaborated closely with licensees and marketing teams to ensure authentic and fan-focused design.