case study
Kinderfeets
Visual direction, brand communication, creative production and market-led brand development.
For over five years, I led key areas of Kinderfeets’ visual direction — shaping a more cohesive, lifestyle-led and recognizable brand presence across content, partnerships, PR, photoshoots and product storytelling.
A LONG-TERM BRAND COLLABORATION
Inside the Kinderfeets
Case Study
Kinderfeets is a globally recognised wooden toy and lifestyle brand focused on natural materials, movement and thoughtful design. Over a long-term collaboration, I was responsible for multiple creative and communication functions that helped shape a more consistent and elevated brand presence. My work covered visual planning, content creation, community communication, creator coordination, PR, shoot production, photography, graphic assets and market research — building a more cohesive and recognisable brand presence across channels.
I consistently developed graphic content for digital channels as part of the brand’s ongoing communication, creating assets that supported campaigns, product storytelling and everyday visibility.
Beyond communication and visual production, I carried out market research and prepared strategic recommendations for the brand’s future direction, including ideas for new product lines, positioning and long-term development.
I handled day-to-day communication with the brand’s audience, managing messages, replies and ongoing interaction in a way that kept the communication consistent, warm and aligned with the brand tone.
I sourced creators, communicated content requirements, gave clear creative direction and coordinated deliverables to ensure all contributed materials aligned with the brand’s visual world.
My role spanned multiple creative, communication and brand-building functions across Kinderfeets. Rather than focusing on a single narrow area, I managed and executed a wide range of responsibilities that supported how the brand looked, communicated and evolved over time.
I was responsible for developing and executing the visual structure of the Instagram feed, building a more cohesive, recognisable and brand-aligned presence over time.
I managed selected partnership and PR initiatives designed to strengthen brand visibility, including public figure outreach, product placement opportunities and editorial features.
I produced photoshoots for the brand’s visual library, shaping the concept, sourcing the right collaborators and ensuring each shoot contributed to a consistent and elevated brand image.
In many cases, I handled the shoots myself from end to end, covering photography, styling, scene development, prop direction, model sourcing and the creation of emotionally aligned visual content.
Visual Transformation
Refined Brand Presence
A key part of my work was developing a more cohesive visual language for Kinderfeets — one that felt warmer, more recognisable and more aligned with the brand’s intended positioning. These examples show the more refined visual structure I developed for the brand, creating a stronger sense of consistency, softness and emotional resonance across the feed.
Earlier Visual Direction
For context, the brand’s earlier feed had a less defined visual rhythm and did not yet fully reflect the warmth, quality and lifestyle positioning of the products.
Brand Visibility Through
Partnerships and PR
I developed and coordinated selected partnership and PR opportunities that helped extend brand visibility through public figure placement, editorial exposure and carefully considered collaboration initiatives.
CREATOR DIRECTION
Creator Coordination and Content Direction
A significant part of my role involved identifying suitable creators, communicating expectations and directing the type of content needed for the brand. Rather than relying on random user-generated material, I worked to ensure that creator content felt visually aligned, usable and relevant to the wider brand story.
This required clear communication, strong visual judgement and consistent curation — so that external content could still feel native to the Kinderfeets brand world.
MILK magazine
One example of this work was the coordination of editorial visibility through Milk Magazine — where the brand was presented in a carefully considered context aligned with its visual identity and audience.
This kind of placement was valuable not only for exposure, but for reinforcing the brand’s positioning within a more design-conscious and lifestyle-oriented space.
Community and Daily Brand Communication
This layer of work was important because it connected the visual side of the brand with the lived experience of its audience — helping the brand feel not only aesthetically consistent, but also present, attentive and human.
Alongside the visual work, I handled the brand’s ongoing day-to-day communication with its audience. This included replying to messages, maintaining a consistent tone of voice and managing interactions in a way that felt warm, clear and aligned with the brand’s values.
- xo Lili
Image Library
I planned and produced photoshoots for the brand’s visual library with the goal of building a stronger, more flexible and more emotionally driven image database. These shoots were essential not only for social media, but also for wider brand use across digital communication, promotional materials and product storytelling.
My role included defining the visual direction, shaping concepts, sourcing stylists and photographers, identifying the right collaborators and ensuring that the final material contributed to a consistent and elevated brand image.
Development
Photography, Styling & Hands-On Creative Execution
In many cases, I developed and executed shoots directly myself. This included photography, styling, scene composition, prop selection, model coordination and the creation of visual content designed to feel warm, natural and emotionally aligned with the brand.
At times, I also stepped into practical roles beyond standard production structure when needed — ensuring that the work was completed to the desired standard even within limited resources. This hands-on approach allowed the brand to maintain consistency while working in a highly flexible and resourceful way.
Graphic Content for Digital Channels
rooted in nature
freedom to explore
magic of childhood
Market Research
Brand Development and Product Input
My role also extended into research and strategic brand thinking. I independently analysed the market, reviewed positioning opportunities and prepared reports with recommendations for future brand development.
This included proposing directions for new product lines, identifying relevant visual and market opportunities and contributing ideas that connected product development more closely with the brand’s wider identity and long-term growth.
MULTI-CHANNEL IMPACT
Content Created for Use Beyond Social Media
The content developed during this collaboration was not limited to Instagram. Visual materials created through this work were also used across wider brand needs, including webshop communication, promotional use and product packaging.
This made consistency especially important: the imagery and visual direction had to function not only as social content, but as a broader image system supporting the brand across multiple touchpoints.
as a Whole
Shaping the Brand
A brand is shaped through consistency, taste and long-term creative care.
Across this collaboration, my role was to help shape that world through visual direction, content, production, communication and long-term brand thinking.
Rather than operating within one narrow function, I worked across the brand more holistically, combining creative execution with long-term visual and strategic thinking.
IF THIS RESONATES WITH YOUR BRAND
Looking for a more
cohesive brand presence?
I work with brands that need stronger visual direction, clearer communication and a more cohesive presence across content, campaigns and digital touchpoints.
If your brand is growing but its visual world no longer reflects the quality of the product, I can help shape a more consistent, recognisable and emotionally aligned direction.
For collaborations and enquiries:
lidija.tomas@gmail.com
connect with Studio Tomas
With a digital “paintbrush” I invest all of myself to create aesthetically appealing visuals and interiors.
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