Sel Gerosa Design

Tag: Brand Guide

The brand guide ties all branding components together in an easy to digest format. It covers logos, typography, color palette, brand assets, brand voice, art direction, and more.

  • Packaging Design and Graphic Production for Hasbro

    Packaging Design and Graphic Production for Hasbro

    1. Packaging Design for Iconic Brands

    Hasbro is a leading toy and game company whose mission is to entertain and connect fans through the joy of play. I joined their games team as a packaging designer, working on iconic brands like Monopoly, Candyland, Trivial Pursuit, and more! My role was primarily to enhance my team’s efficiency by providing production and quality assurance support. I jumped in at the start of new projects with packaging/game board layout mockups and pitch deck slides. And at the tail end of a game’s production, I assisted with file preparation hand-off to manufacturers, ensuring files were well organized, formatted properly, and adhering to brand values such as matching Pantone colors.

    Most of my work was internal to the team, but I did support the games below with layout and production assistance. For example, I composed the background pattern and designed the layout for the snake across each game component and packaging of Monopoly Lunar New Year. And on Candy Land Bluey, I worked with the narrative designer to design the layout for the instructions. On both games, I prepared the files for production and worked through and quality assurance issues that popped up pre-production.

    hasbro games logo

    Project Type

    monopoly lunar new year, year of the snake, game packaging designer
    candy land bluey game layout, game packaging designer
    monopoly classic

    2. Monopoly Brand Guide Development

    Monopoly may be over 90 years old, but it’s still a beloved game for millions of children and parents alike. The brand has been updated over the years and in 2025, it was ripe for a new refresh. I worked closely with the creative director to develop a series of brand and packaging guides reflecting the updated brand standards. Each guide and toolkit served a specific purpose, such as branding with a co-licensor, licensing out the Monopoly brand to external vendors, and retail displays. In addition to generating the presentation decks for each toolkit, I created highly organized file folders with templates and assets for easy access.

    Kathleen Murray

    Creative Director, Monopoly & Global Games

    I absolutely recommend Sel for their great work as a packaging designer. They quickly adapted to internal workflows and were able to effectively collaborate with team members at every stage of game productions— from initial pitch decks to final handoff to manufacturers. We worked closely together to develop and update multiple brand guides for an iconic game brand. Their attention to detail and quick turnarounds improved our efficiency and enabled our team to accomplish increased output. I would gladly work with Sel again, their expertise and positive attitude would be an asset to any project.

  • Website, Branding, and Illustration for The Copy Canary

    Website, Branding, and Illustration for The Copy Canary

    1. Taking Flight Together: Original Website for Copywriter

    Meet The Copy Canary, also known as Adele Sheiber, a versatile copywriting solopreneur based in Albany, New York. Adele needed a personable, engaging website to round out her business launch and attract digital clients. While she had her text perfected, she struggled to develop a cohesive visual identity for her budding business. That’s where I came in. Together, Adele and I gave wings to her brand’s visual identity, as well as its digital presence, creating a fresh and inviting space for potential clients.

    Project Type

    2. Website Design for Copywriter

    The root of our collaboration lies in the development of a bright and modern website that serves as The Copy Canary’s virtual home. Inspired by her dynamic logo, crafted by the talented Kristina Tran, I developed the color palette and chose a complementary type system. The site predominantly uses Josefin Sans, a round and friendly typeface, and Lobster 2, which parallels the script used in the logo. I selected the CMS Squarespace for its user-friendly interface and easy customization. This empowered Adele to take the reins of her online presence with confidence.

    3. Icon Set

    One of the standout features of this project was creating an icon set of charming canaries wearing a variety of hats. These icons not only added a playful and memorable touch to the website but also communicated the essence of The Copy Canary’s personality – approachable, professional, and delightful. Crafting these icons required both technical finesse and a keen eye for detail as I developed their clean yet organic style. They have since become a hallmark of The Copy Canary’s visual identity, enhancing user engagement and leaving a lasting impression.

    9 line drawings of canaries wearing different hats
    look at these cuties!

    Adele Sheiber

    The Copy Canary

    Sel is a genius. I really believe this. They took my half-baked ramblings, random sketches, and desperate wishes and transformed them into my dream website. I could not have launched such a polished and authentic web presence without them and I will be raving about them to literally everyone I know forever. Bonus Points: They’re super responsive and easy to work with. Stop reading and hire them already. You won’t regret it.

    4. Follow-On Work

    Our collaboration didn’t stop at the website launch. After the initial launch, I worked with Adele to create two engaging vector illustrations for The Copy Canary’s digital marketing efforts. These illustrations strengthen the brand’s identity and social media presence.

    hr manager finding a resume illustration
    career timeline with canaries
    Adele’s Career Journey