World of Peppa Pig
Hasbro
Branding
Art Direction
UI/UX
Production
The World of Peppa Pig is a subscription-based mobile app created in partnership with Hasbro, eOne, and Secret Location. Designed for preschoolers and their families, the app offers a safe, ad-free environment full of games, videos, stories, and creative play.
With content tailored to the developmental needs of kids aged 2–7, the app invites young users to play and learn alongside their favorite characters from the beloved TV series.
As Lead Designer, I oversaw the visual design, art direction, and production process from concept to execution. My role spanned UI/UX design, asset production, illustration, game interface design, and maintaining visual quality across platforms.
The app is available on iOS, Android, and Amazon, and continues to reach families globally.
Summary
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Challenge
Peppa Pig’s global popularity had not yet been matched by a strong, cohesive digital experience. The brand’s absence in the app space had led to a rise in unofficial and unregulated Peppa Pig apps on mobile platforms, raising safety and brand trust concerns for parents. Internally, our studio had just been acquired by a major media company. This project was a key opportunity to: 1. Prove the creative and commercial potential of our in-house team 2. Create a flagship app for one of their major IPs 3. Deliver an experience that was both brand-authentic and developmentally appropriate 4. Balance stakeholder needs, technical constraints, and user expectations—all within a small team
Solutions
We developed a vibrant, story-driven digital playground that felt like stepping inside an episode of the show. By prioritizing exploratory play, minimal UI, and visual continuity with the series, we created a companion app that extended the charm of the Peppa Pig universe into a tactile, joyful experience.
My work included:
Creating user flows, wireframes, and UI systems that aligned with early childhood usability needs
Art directing bespoke and templated games to ensure visual and functional consistency
Collaborating with developers to optimize asset delivery and ensure smooth animation and interaction
Designing around content rotation cycles (every 2 weeks), with a clear roadmap for scalable content delivery
Managing App Store assets (icons, screenshots, promo graphics) across all platforms to reflect seasonal rollouts and major updates
The app’s visual language was intentionally simple and warm, using clear iconography and very limited text to reduce localization load and ensure accessibility for young users.
Process
We began with a web-based proof of concept, testing how kids and parents engaged with games, videos, and interactive content. Once validated, we pitched and launched the full mobile app version.
Each phase of the process involved close collaboration with:
Developers (for implementation, animation, and optimization)
Content specialists (for educational alignment)
Stakeholders and branding teams (to ensure fidelity to the Peppa Pig IP)
We implemented a biweekly content rotation schedule, meaning sprint planning was critical. Content decisions were made based on analytics (e.g. time spent in-game), user interviews, and play testing with real children and families.
To maintain a lightweight app footprint, I helped build a flexible design system of reusable assets and templates that could scale with minimal production overhead.
We continuously iterated on:
Game concepts and design mechanics
UI patterns and gestures
Localization strategies
User onboarding and parental controls
Results
Launched in 21+ countries
5 million+ daily active users
$400,000+ monthly net revenue, totaling over $5 million in 2020 alone
Featured multiple times as App of the Day
Average 4+ star rating across all app stores
Process
