Crayola - Colors of the World

Who is Oz and what’s his story?

Oz started as an engineer in India but found coding without a soul about as satisfying as a soggy burrito. A psych class flipped the switch, leading to a degree in computer science and an obsession with Human-Computer Interaction (HCI). From AR apps to game interactions, Spain became the perfect spot for a master’s in Interaction Design (and better tapas). Since then, he’s built brand installations and spent six years in medical tech, turning complex systems into intuitive experiences.

Why Oz, when there are 10,000 other designers out there?

Oz doesn’t just make things pretty; he builds UX that works harder than a caffeine-fueled intern. From motion-driven interactions to prototypes that catch problems before they exist, he makes the impossible look easy. His secret weapon? Blending design with nature’s best tricks (shoutout to biomimicry) and using systems thinking to make everything click. Others hand you a shiny UI; Oz makes sure it works. No head-scratching required.

How does Oz tackle projects without losing his mind?

Oz tackles projects like a science experiment, minus the lab coat. Every project follows four phases: Discovery, Concepting, Prototyping, and Refinement. He maps ecosystems, interviews stakeholders, and locks down user needs before diving into rigorous testing. What sets him apart? Collaboration isn’t a checkbox; it’s the core. Feedback isn’t a hurdle; it’s fuel. Design isn’t solo; it’s a team sport, and Oz plays to win.

*Disclaimer

All written by me, in the third person, because the alternative was a paragraph starting with “I am passionate about design”.

The Brief

What if the color you needed to draw yourself didn’t exist?

Yeah, we thought that sucked too.

Crayola’s “Colors of the World” crayons, markers, and colored pencils were created to inspire kids globally to embrace their uniqueness. The challenge was to craft a campaign that worked across diverse cultural contexts while staying true to Crayola’s belief in self-expression and inclusion.

A row of skin-tone crayons laid across paper, each labelled with its shade

The Research

The crayons were ready, but our job was to make them mean something. We explored how representation impacts creativity and what it means for kids to feel seen in their art. Through collaboration with educators, parents, and cultural consultants, we turned these insights into a campaign that celebrated individuality and made the crayons a symbol of inclusivity.

A child holding up a crayon drawing of a person

Circular colour swatches covering the range of skin tones in the set

The Colors of the World swatch chart with the matching crayons beside it

Concept Overview

We want kids to express themselves accurately and unapologetically. Many of us grew up pretending to be someone else, whether it was to fit in with the “cool” kids, protect ourselves, or even just to color ourselves on paper.

Colors of the World recognizes that true self-expression isn’t just about skin tone. It’s about how kids dream, hope, and see themselves. It’s about who they are and who they aspire to be, no matter the obstacles or environment. This campaign aimed to give kids the tools and confidence to embrace their individuality and proudly show the world who they are.

Emotional Storytelling

At the heart of the campaign was a 60-second TV spot. It featured grayscale kids discovering their true colors through Colors of the World crayons. This transformation symbolized the power of individuality and self-expression. The tagline, “Being yourself makes the world better,” captured the campaign’s ethos and set the stage for all activations.

A still from the campaign film: one girl holding a crayon up to another girl's cheek to match her skin tone

A Be You social post showing a child surrounded by crayon artwork

Immersive Experiences

Interactive moments helped audiences connect emotionally and physically. The Colors of Us Kiosk in China allowed kids to scan their handprints, which were vectorized into accurate skin tones and displayed on live billboards showcasing the country’s diversity. Digitally, the Crayola app invited kids to add their handprints to a global map, turning individual expressions into a shared tapestry of identity.

Inclusive Engagement

The campaign extended its reach through pop-up installations, where kids contributed their art to public spaces, turning them into living celebrations of creativity. The #BeYouCrayola contest encouraged kids to share their stories and art, while collaborations with kidfluencers spread the campaign’s message further, making self-expression a global conversation.

An outdoor kiosk screen showing the skin tone matching flow

Hands colouring with the skin-tone crayons beside the open box

Global Expression

A large Colors of the World kiosk installed in a shopping centre

Results

This concept was developed with Dentsu McGarryBowen and Crayola to refine the global launch of Colors of the World. It resonated with the Crayola team, playing a key role in shaping the final campaign. By emphasizing inclusivity and self-expression, the work helped the brand create a meaningful, impactful global message.

An illustration of a hand placed on a tablet screen to scan for a matching skin tone

This project was a celebration of individuality and the power of inclusivity. By blending storytelling, creativity, and collaboration, we turned crayons into more than just a product; they became a tool for connection. It reminded me that design isn’t just about making something look good; it’s about helping people see themselves in the world and feel proud of who they are.