Barbie
Rebrand
Barbie
Learning Outcomes
I learned to develop brand strategies and objectives through design, understanding the importance of symbols, icons, and logos in effective communication. During Barbie's rebranding, I faced challenges in the iterative logo design process, requiring continuous sketches and variations to align with Barbie's values accurately.
Brand Values
Barbie remains a timeless icon, embodying inclusivity, empowerment, and endless joy for every child. This Barbie rebrand project champions four core values:
Diverse: Embracing all ethnicities, backgrounds, cultures, genders, ages, and abilities worldwide.
Empowering: Instilling confidence by celebrating individual beauty and uniqueness.
Friendly: Serving as a delightful playmate, fostering imaginative adventures for children.
Fun: Offering a lighthearted and playful companionship for all.
Posters
These posters feature Barbie quotes and keywords like "imagination" and "empowerment." The photography showcases children of various ages and races, from toddlers to older kids. Each poster incorporates a scribble pattern reminiscent of children's drawings, using a diverse range of colors beyond just pink.
Headquarters
To display Barbie around the office, posters can be used to evoke fun and creativity while reminding workers of their inner child. The neon sign logo provides another fun and vibrant way to showcase the brand's identity.
Products & Apparels
These products, such as tote bags, t-shirts, and packaging for Barbie, maintain uniform branding and graphic patterns. A Santa Cruz skateboard was chosen for co-branding to break stereotypes, emphasizing Barbie's versatility beyond traditional associations with femininity. This collaboration highlights the fun aspect of the partnership, promoting inclusivity for all children. Notably, diverse colors were utilized beyond the typical pink, further enhancing Barbie's modern and diverse appeal.
Website & App
Barbie's website undergoes a rebranding process, incorporating consistent branding elements while showcasing Barbie's commitment to diversity and empowerment. The website serves as a platform for purchasing dolls and highlights Barbie's efforts to reflect these values. The Barbie app offers a comprehensive experience, featuring a wide array of content including YouTube videos, ads for products, movies, games, and a seamless purchasing interface for Barbie products.
Zine
I created the concept of Barbie's zine as an extension of the brand's mission to empower and educate. By centering it around Athena, the goddess of wisdom, the zine embodies Barbie's commitment to promoting learning and exploration. Each issue focuses on different STEM tasks, showcasing simple yet engaging experiments to demonstrate that STEM subjects can be accessible and enjoyable for children. This initiative not only reinforces Barbie's dedication to education but also encourages a love for learning among young audiences, aligning perfectly with the brand's values.
View Process