BRAND STRATEGY - PLAY
From concept to global reach: creative direction, product innovation, and a sustainable brand story for the next generation.
As the Founder and Creative Director of PLAY active, I led the creation of a kids’ activewear brand rooted in movement, sustainability, and freedom of expression. PLAY launched in 2022, designed and produced in Barcelona, and quickly gained international traction — featured in Milk Magazine and WGSN for its forward-thinking approach to children’s apparel.
Our mission was simple but bold: create functional, aesthetic, and planet-conscious products that support active, joyful childhoods — built to last and made to play.
2022
Barcelona
Global Presence
Sold in 11 countries within 2 years, PLAY was built on lean operations and a focused identity.Pre-Order Model
Designed to reduce waste, we produced only what was needed, eliminating excess inventory.Gender-Neutral Collections
Over 70% of our pieces were designed to be shared across genders—boosting both versatility and sustainability.Positioning Pillars:
Function-first design
Elevated color palette
Local production in Barcelona
Natural & organic materials
Seamless integration of comfort + durability
I oversaw the complete product development cycle — from fabric sourcing to final design. This included:
Sourcing organic cotton, natural fiber tech, and natural garment dyes
Designing with child-first ergonomics: ribbed necks, seamless knees, and labels placed for comfort
Building two-layered collections: a timeless, core wardrobe (Natural, Navy, Crimson) and a trend-led seasonal line
Elevating construction quality while maintaining accessible pricing.
Our tone was simple, bold, and playful — reflecting the joy and energy of childhood. I built a brand voice and visual identity that resonated with both parents and children, reinforcing PLAY as a movement, not just a product.
In just two years:
Featured by Milk Magazine and WGSN
Distributed in 11 countries
Developed a profitable, sustainable brand with a loyal following
Created a product line praised for its minimal aesthetic, innovation, and environmental responsibility
