2021 – 2024

Category Architecture Statements

The Toniebox is a screen-free audio system for kids. When interchangeable characters called Tonies are placed on top of the Toniebox, it plays stories, songs, and more. In early 2024, user research showed that customers struggled to understand the differences between the categories of Tonies.

Working closely with product marketing leadership, I defined the strategic language for each product in the Tonies ecosystem, ensuring consistency and alignment with brand identity. This language framework was implemented across all marketing channels to maintain a cohesive brand voice for product education.