View Project
Disney × Life360 Collection
Created a licensed product collection from concept through packaging, photography, retail, and go-to-market.
- Life360 / Tile
- Creative Director
- 2023
- Brand Partnership, Creative Direction, Packaging, Retail
Back to all work
The story at a glance
- Creative Director
- Balance two brand systems—Tile's utilitarian tech identity and Disney's character-driven world—without either feeling diminished.
- The creative direction leaned into character personality rather than treating Disney as decoration, choosing moments and expressions for each character that matched how the product would actually be used and carried.
- The partnership gave Tile a credible entry point into a licensed, character-driven retail segment it hadn't competed in before.
A licensed product collection connecting Life360's Tile brand with Disney characters, taken from concept through packaging, photography, and retail rollout.
Life360's Tile brand had an opportunity to reach a new, younger audience through a licensed partnership with Disney.
Balance two brand systems—Tile's utilitarian tech identity and Disney's character-driven world—without either feeling diminished.
Create a collection that felt authentically Disney while staying recognizably Tile, ready for both mass retail and e-commerce.
Brand Partnership
Creative Direction
Packaging
Photography
Go-to-Market
Retail
Creative Direction imagery
The creative direction leaned into character personality rather than treating Disney as decoration, choosing moments and expressions for each character that matched how the product would actually be used and carried.
Photography imagery
Photography paired lifestyle context with clean product-forward shots, giving retail and e-commerce different tools from the same shoot.
Packaging imagery
Packaging followed Disney's brand guidelines closely while preserving Tile's product information hierarchy so the collection still read clearly as a Tile product.
Retail + Go-to-Market imagery
The collection was built to sit alongside Tile's core line at retail, distinct enough to stand out but consistent enough to be recognizably part of the same family. Digital merchandising, lifecycle marketing, and social all launched together as one coordinated moment rather than a quiet SKU addition.
The partnership gave Tile a credible entry point into a licensed, character-driven retail segment it hadn't competed in before.
Working across two brand systems reinforced how much of licensed work is negotiation—protecting both brands' equity while still making something that feels genuinely new.