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 Kustom | Desktop product page (click on pic)

Krom Kustom | Mobile product page (click on pic)

Krom Kustom | Social media promo pics

KROM KANYON

Krom Kanyon | Desktop product page (click on pic)

Krom Kanyon | Mobile product page (click on pic)

Krom Kanyon | Social media promo pics

KROM KEY PRO

Krom Key Pro | Desktop product page (click on pic)

Krom Key Pro | Mobile product page (click on pic)

Krom Key Pro | 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.

HOT WHEELS X KROM Collection | Social media promo pics

HOT WHEELS X KROM Collection | Google Display Network ads

PROJECT
CREDITS

CLIENT
International Mattel, Hot Wheels
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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