HOT WHEELS
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: Hot Wheels.

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.

HOT WHEELS X KROM GAMING | BRANDS' LOGOS

HOT WHEELS X KROM GAMING | Krom Gaming logo

HOT WHEELS X KROM GAMING | Krom Gaming brand colors

HOT WHEELS X KROM GAMING | Hot Wheels logo

HOT WHEELS X KROM GAMING | Hot Wheels brand colors

HOT WHEELS X KROM GAMING | Collection's logo

HOT WHEELS X KROM GAMING | PRODUCTS' LOGOS

HOT WHEELS X KROM GAMING | Product logo: Krom Kustom

HOT WHEELS X KROM GAMING | Product logo: Krom Kanyon

HOT WHEELS X KROM GAMING | Product logo: Krom Key Pro

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 KUSTOM   |   [KROM KANYON]   |   [KROM KEY PRO]

Krom Kustom product page (desktop version) | Quick demo (click on pic) | [visit product page]

Krom Kustom product page (mobile version) | Quick demo (click on pic) | [visit product page]

[KROM KUSTOM]   |   KROM KANYON   |   [KROM KEY PRO]

Krom Kanyon product page (desktop version) | Quick demo (click on pic) | [visit product page]

Krom Kanyon product page (mobile version) | Quick demo (click on pic) | [visit product page]

[KROM KUSTOM]   |   [KROM KANYON]   |   KROM KEY PRO

Krom Key Pro product page (desktop version) | Quick demo (click on pic) | [visit product page]

Krom Key Pro product page (mobile version) | Quick demo (click on pic) | [visit product page]

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.

HOT WHEELS X KROM Collection | GDN ads (click on pic)

PROJECT
CREDITS

STAFF
Art direction Beatriz Luque, Alexis Cruzado
Brands treatment & adaptation into project's guidelines Alexis Cruzado
Products landings design Alexis Cruzado
Products landings copywriting Marina G. Mérida
Marketing assets creation (SM & GDN pictures) Alexis Cruzado
Product photography Daniel Ortiz, Fran Pezzo
TOOLS
Brands lettering adaptation Adobe Illustrator
Pattern design Adobe Illustrator | Adobe Photoshop
Products landings design Bootstrap | Sublime Text | HTML5 | CSS3 | JavaScript
Marketing assets creation (SM & GDN pictures) Adobe Photoshop | Adobe After Effects
Products photos Adobe Lightroom | Adobe Photoshop
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