Barbie: Brand Refresh / CREATIVE DIRECTION + DESIGN LEAD

BARBIE BRAND REFRESH

Led design and creative direction for the Barbie brand refresh. 15 years since the last brand overhaul and right in time for the Barbie Movie release, we seized the moment to update the branding so that it reflects this contemporary era of Barbie: one that is diverse, inclusive, and unites to inspire joy & imagine a brighter future for generations to come. Barbie is no longer just one doll, nor just a single shade of pink. And Barbie most certainly isn’t just for girls.

From concept to completion and global roll-outs, I redefined the the look, tone, and feel of one of the world’s most iconic brands, ushering it into a new age of playfulness and ground-shifting optimism.

Responsibilities included: establishing the brand system (i.e, color palette, typography, patterns, icons, photography style, doll posing) and key art, creative directing all product + talent photoshoots from concept to completion, brand guidelines + style guide, leading a team of designers to ensure a cohesive brand system across all assets and applications, approving all future executions from global markets.