SquishPillow
2025
SquishPillow was born from a simple insight: fans were already sleeping with their Squishmallows. The campaign transformed that behavior into a lifestyle brand, disrupting a category filled with predictable sleep claims by celebrating what Squish does best: softness, comfort, and personality.
Grounded in the For Your Sleepyhead platform and inspired by a dreamy aesthetic, I helped shape the campaign's visual identity by evolving the initial creative direction into a cohesive design system. Through color exploration, typography, graphic elements, and layout principles, I created a visual language that scaled consistently across every campaign touchpoint.
Designer: Regina Crisman
Art Director: Kevin Yursdovich |Animator: Luis Cuenca |Copywriter: Benjy Joung | Creative Director: Lori Wittig | Agency: PMG | Client: Squishmallows
Color became a unifying thread throughout the campaign. Through a thoughtful color study, I developed a carefully curated palette that balanced the SquishPillow brand with the campaign's warm, inviting tone. The palette informed wardrobe, props, and set styling during the photo and video shoots, then extended into every ad layout, creating intentional color stories that made the campaign feel cohesive, lived-in, and unmistakably Squish.
harmonious color story
By pairing a consistent color system with thoughtfully art-directed photography, the campaign developed a visual identity that was both scalable and distinctive. This combination became a recognizable signature across every execution.
Video Spots. Click to play
Every graphic element was designed to reinforce the feeling of softness. Rounded corners subtly echoed the shape of a pillow, lowercase typography gave the brand a relaxed, approachable voice, and squishy animations mirrored the tactile compression of the product. Together, these details created a design system that felt playful, cohesive, and instantly recognizable.
sleepycore graphics
Click to play animations below.
