Global Brand Identity Standards / Logo Development / Corporate Website / Annual Report / Global Citizen Report / Trade Show Graphics / Advertising
IE created new graphic standards and logos to expand the breadth and depth of the world’s largest toy company’s brand. IE analyzed Mattel from a very wide angle, and utilized its insights from research to explore new logo designs, icons, photography and other design elements to create a more emotive and moving feel for the company. IE aimed to visually represent childhood playfulness and align all of Mattel under their brand strategy, to help achieve this the photography was extremely important and IE set up and creative directed a multi-day photoshoot at several locations throughout the Los Angeles area. The new standards were created to provide the least amount of limitations on Mattel branded creative as possible, while still providing a cohesive structure that will direct the company’s image for years to come.