Mattel is the proud parent of a robust collection of brands. And it was time for this parent to shine.
Despite the success of its powerhouse properties, the Mattel brand has been quiet for decades and its purpose unclear to a broad audience.
Mattel approached Nemo to create their first brand campaign in 70 years.
The assignment: Communicate the meaning behind the Mattel logo, unite all its brands under a unifying message, and educate parents on the deeper purpose and benefits of play. I was tapped to be a part of the team. We jumped and asked ourselves “How do you visually and cohesively unite a bunch of brands with unique attributes to keep their individuality while also celebrating Mattel?”.
Shout outs
My role included Art Direction, Graphic Design, existing brand distillation, system thinking + testing, rounds and rounds of sketching, moodboard making, illustrator hunting, typography troubleshooting recommendations, color palette creation, and moral support.
The Nemo Team:
Creative Director: Mike Schwoebel
Creative Director: Jeff Bartel
Copywriting: Mark Lewman
Production: Mariah Archer