Tori • 2018
End-to-end identity system for a connected learning platform where craft, play, and digital interaction become one experience.
Overview
TORI was a connected learning initiative led by ISKN and financed by Bandai Namco Europe, designed to combine craft, play, hardware, software, and companion apps into one family experience. I led the end-to-end design response, creating the brand identity, product identity, visual system, logo, colour language, iconography, app icon system, photographic direction, digital expressions, website/UI concepts, and brand applications.
The central idea — Play Your Way — turned the product into a flexible creative universe: children could craft their imagination, play through tangible interaction, and learn through experiences connected to the digital world. The website and UI remained at concept stage, but the work defined a complete identity system for a premium product positioned at the intersection of education, technology, and play.
Role
Product Design Lead, User Experience Consulting Lead, Technical Consultancy, Design System Architecture
Disciplines
Brand Book, Brand Identity
“Play Your Way” became the operating idea for the brand: a way to connect craft, play, learning, and digital interaction without losing the tangible nature of the experience.
The identity was built as a living system rather than a static mark — flexible enough to support product, app, packaging, social, digital, and licensing applications
TORI needed to make a complex hybrid proposition feel simple: hardware, desktop/tablet apps, companion app, craft accessories, and learning content working as one ecosystem.
fig. A brand expression built around hybrid imagination — where tangible play becomes a way to challenge, extend, and reshape reality.
fig. Website and UI remained at concept level, but the screens defined how the identity could scale into onboarding, app discovery, product explanation, and digital brand experience.
WHAT CHANGED
The work turned a complex product proposition into a clear and expandable identity system. TORI was not only a toy, not only an app, and not only an educational platform — it needed to behave as a complete phygital universe. The identity gave that universe structure: a playful but premium visual language, a modular icon system, a flexible signature, app-store logic, digital concepts, communication assets, and photographic principles able to connect children, parents, craft, imagination, and technology.
The final website was not produced from this direction, but the concept work defined a stronger and more coherent route for how the product could have lived across digital touchpoints.
One
Connected product universe
3
Experience layers unified
15+
Brand applications explored
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