Universal Kids
Brand Refresh
Role: Creative Director, Design & Brand
With the target audience shifting to younger ages between 3-6, we needed to rethink a better design system that’s more digestible and approachable; we went back to the basics with the shapes that are familiar and simple, then built off of that with playful and energetic animation. These two foundations became the DNA of this brand refresh.
We refined color, typography, shape language, patterns, and animation based on our legacy elements driven by the "Come Play" spirit at the heart of the Universal Kids brand.
We present our IPs on the end pages bigger and bolder for better visual engagement with the viewer, which they care about the most. The icon system is expandable and unlimited to create custom illustrations for the spots, events, and contents.
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SVP Creative + Production : Jeff Blackman
VP, Creative Marketing : Veronica Cepero
Producer : Jessica Harring
VP Design : Calvin Chu
Designer : Leona Lee
Project Manager : Lisa Flamming
Design agency: Kill 2 Birds
Come Play Indents:
Bubble gum, Blops & Magic by Aaron Stewart, Bendablerubber
The Battle by Masayoshi Nakamura, Good General
Corgi by Leona Lee