BARBIE
GAMING COLLECTION

Art Direction & Graphic Design | 2021 - 2022

CONTEXT

Mattel, Inc. is the creator of some of the most iconic toys in history, as well as a company in a perpetual search for new market niches in which to offer its own products or those developed in collaboration with other companies, when a consumer audience eludes their scope. That is why, after focusing on the gaming niche, Mattel relied on Krom Gaming to develop a collection of peripherals branded with one of its flagship brands: Barbie.

SOLUTION

Although there might be a spectrum of adult consumers interested in this collection, the main target audiences were pre-teens and teenage boys and girls. But first of all it was necessary to unify both brands into one. To do this, I based the project's lettering - as well as its visual design - on the logos and colour palettes of both brands, creating thus a simple yet vibrant aesthetic which made the products stand out to the fullest.

BARBIE X KROM GAMING | BRANDS' LOGOS



BARBIE X KROM GAMING | Krom Gaming logo


BARBIE X KROM GAMING | Krom Gaming brand colors


BARBIE X KROM GAMING | Barbie logo


BARBIE X KROM GAMING | Barbie brand colors


BARBIE X KROM GAMING | Collection's logo

BARBIE X KROM GAMING | PRODUCTS' LOGOS



BARBIE X KROM GAMING | Product logo: Krom Kandy


BARBIE X KROM GAMING | Product logo: Krom Khali

Based on these resources and a couple of patterns, I created the whole set of marketing applications for this project, from the product's landing pages, to the assets needed for their dissemination strategy through organic posts on the main social networks and on media and search engines' paid advertising spaces.

APPLICATIONS

To help pushing the furthest the offline and online diffusion of this collection of gaming peripherals, separated marketing comms applications were created for both the products individually and together, displayed as a collection.

PRODUCTS   |   COLLECTION

KROM KANDY

Krom Kandy | Desktop product page (click on pic)

Krom Kandy | Mobile product page (click on pic)

Krom Kandy | Social media promo pics

KROM KHALI

Krom Khali | Desktop product page (click on pic)

Krom Khali | Mobile product page (click on pic)

Krom Khali | Social media promo pics

PRODUCTS   |   COLLECTION

In order to help advertising online this gaming perihperals collection, some studio photographs were taken displaying the products as an attractive setup placed in a neat environment. This set of aspirational pictures was used as the visual basis for a series of images created to be published on Mattel's and Krom Gaming's main social networks, in addition to its dissemination as paid advertisements banners, published in specialized media websites.

BARBIE X KROM Collection | Social media promo pics

BARBIE X KROM Collection | Google Display Network ads

PROJECT
CREDITS

CLIENT
International Mattel, Barbie
Spain Krom Gaming, Atlas Informática

STAFF
Art direction Beatriz Luque, Alexis Cruzado
Marketing comms creative concept Alexis Cruzado
Logo designs Beatriz Luque, Rafa Borrego
Product pages design Alexis Cruzado
Product pages copywriting Marina G. Mérida
Marketing comms design Alexis Cruzado
Products photos Daniel Ortiz, Fran Pezzo
TOOLS
Logo designs Adobe Illustrator
Pattern design Adobe Illustrator | Adobe Photoshop
Product pages design Bootstrap | Sublime Text | HTML5 | CSS3 | JavaScript
Marketing comms design Adobe Photoshop | Adobe After Effects
Products photos Adobe Lightroom | Adobe Photoshop
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