UNO BRAND CREATIVE

Taking an iconic card game beyond the deck and building a brand people want to participate in.

As Global Lead Brand Creative for UNO, I helped shape how the brand showed up around the world, leading creative across the broader franchise, from social, digital and experiential to creators, partnerships, mobile gaming, broadcast and global campaigns.

UNO already has something most brands spend decades trying to build: universal recognition. Everyone knows the cards. Everyone knows the rules. And everyone seems to have their own version of how the game should be played.

The opportunity was to take everything people already love about UNO, the competition, chaos, connection and very human behavior that happens around a table, and bring more of that personality into the brand itself.

That meant thinking beyond the deck and across the entire franchise, building a bigger world around play that could stretch from a social post or mobile game to a global partnership, campaign or IRL experience, while still feeling unmistakably UNO.

EXECUTIVE CREATIVE DIRECTOR LAUREN COLLEY
CREATIVE LEAD CARINNE URRUTIA
SENIOR DESIGNER KELSEY ESTRADA
ACCOUNT DIRECTOR: KATHLEEN HOLMAN / NICOLE LEEDS
SOCIAL LEAD SEAN COMPTON / SARA MEHLING
INFLUENCER TEAM - SHELBY O’NEAL / HEAVEN
PR - KELLY POWERS / SARAH LARKEN
BRAND MARKETING - SKYE VANDEWOODE
FRANCHISE MARKETING GEMMA HAY
COMPANY MATTEL