PaperJam was a brand I developed at PMS after a brief from the buyer to create a stationery range that kids could collect, and which felt comfortable in a school environment. The challenge was balancing tone - playful enough for primary school children, but mature enough to still appeal to teenagers.

I started with the core identity: a doodle-style pattern full of classroom sketches, paired with a bold logo where the ‘A’ in Jam becomes a paper aeroplane. From there I explored textures like lined paper and torn edges to give the brand a sketchbook energy that could be reformatted across packaging, display units and swing tags without losing consistency.

To extend the brand into product, I created the ‘Besties’ range, plush notebooks and pencil cases designed around a set of illustrated animal characters. Each one was developed to feel tactile and huggable, turning everyday stationery into collectable companions. The range went on to be picked up by nationwide chains, delivering on the original brief to combine collectability, school-friendliness, and broad age appeal.