Dreamworks is known for whimsey – TROLLHUNTERS, HOW TO TRAIN YOUR DRAGON, KUNG FU PANDA – and their girl-powered property SPIRIT: RIDING FREE is no exception.

For the SPIRIT marketing guide, we had to be as nimble as a show horse, designing a system of graphic assets that reflect the property’s soft pastel aesthetic, while also injecting just enough sass to capture the heroine’s rebellious streak.

We leaned heavily into the show’s painterly backgrounds, and equine influence such as horse tack and weathered barn wood, to produce a marketing guide that was versatile, user-friendly, and that embodied the essence of the SPIRIT franchise.