/ Fast-Tracked Cultural Concept
The concept began as a playful cultural response. SPENGA inspired action-figure style dolls representing the brand’s three pillars: Spin, Strength and Yoga.
The challenge was transforming the idea into a fully realised visual concept quickly in order to capitalise on a fast-moving social trend.
/ From Exploration to Cohesive Execution
AI tools were initially used to accelerate ideation. However, visual inconsistency quickly emerged across character styling, packaging structure and brand application.
I refined and unified the collection, ensuring cohesion across character design, packaging, accessory styling and brand alignment.
The work included:
Distinct doll designs tied to each discipline
Collectible-style packaging aligned to SPENGA’s visual identity
Branded accessories adding personality and narrative depth
Beyond concept refinement, I delivered a fully organised production-ready PSD system structured for future edits and collaboration.
/ The result
A trend-responsive campaign asset demonstrating how emerging tools can accelerate ideation while still requiring strong creative direction to maintain brand coherence.