For the 2024 graduate thesis project on SVA’s Masters in Branding program, students had to question typically gendered brands and arenas that are poorly reflecting gender. By poking at existing legacy systems we were to unearth opportunities that can solve brand, societal, community and personal challenges.
Team: Arturo Siguenza Kim, Jackson Dunn, John Lytle, Max Meighen, Vidan Ristović
Thesis Objective: Cultural Brand Repositioning
My Role: Cultural Strategist, Art Director, Brand Designer
Year: 2024
Thesis Objective: Cultural Brand Repositioning
My Role: Cultural Strategist, Art Director, Brand Designer
Year: 2024
In the era of baby dolls, toy soldiers, cars, and trucks—a potato was introduced. Before it became an actual plastic toy, Potato Head was a set of plastic inserts that allowed kids to create any type of face on any vegetable or soft object. Besides being the first advertised toy on television in 1960’s, it was also an innovative concept of boundless play that appeals to children and adults to this day—a form of play that built Hasbro’s legacy
Considered one of the leading brands in the toy and entertainment industries today, with the richest portfolio of brands and intellectual properties, Hasbro offers the most diverse set of characters, narratives and concepts of play.
This makes Hasbro an ideal brand to redefine the rules of play, and pioneer a long overdue cultural evolution in the whole industry.
This makes Hasbro an ideal brand to redefine the rules of play, and pioneer a long overdue cultural evolution in the whole industry.
Hasbro champions play that ignites imagination, cultivates confidence, and honors all—brand pillars at the core of any brand activation.
The visual system takes inspiration from the suddenness of kids' imagination.
The visual system takes inspiration from the suddenness of kids' imagination.
Where we play and how we consume entertainment is shifting rapidly. In order to provide relevant brand activations to enliven the brand repositioning, we had to look at different cultural trends that are impacting the consumer behavior in toy and entertainment industries.
activation 1:
Play Studio
Toy creation platform that offers boundless play and freedom to explore and mix different narratives that Hasbro properties offer. This allows players to express themselves in ways that a toy brand never offered before.
Play Studio
Toy creation platform that offers boundless play and freedom to explore and mix different narratives that Hasbro properties offer. This allows players to express themselves in ways that a toy brand never offered before.
activation 2:
Nation-wide Campaign
Nation-wide Campaign
"Play With Possibility" out-of-home campaign that takes a firm stance behind creators of all ages and challenges the ingrained ideas of what a toy should be.
