TOYS TO LIFE

CLIENT: ACTIVISION BLIZZARD  PROJECT: SKYLANDERS
BRANDING / CREATIVE STRATEGY / IDENTITY SYSTEMS / KEY ART SYSTEM / LOGO ANIMATION / STYLE GUIDES / BRANDED CONTENT / IN-STORE / GLOBAL TRANSLATIONS

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How often does one get to brand something entirely new and revolutionary?  Activision tagged us with a once in a lifetime opportunity to bring a disruptively unique new play concept to life. For Skylanders, ultimately over $4.5 billion strong, we delivered an unforgettable consumer-facing identity from the ground up and beyond.

TOYS TO LIFE

CLIENT: ACTIVISION BLIZZARD  PROJECT: SKYLANDERS
BRANDING / CREATIVE STRATEGY / IDENTITY SYSTEMS / KEY ART SYSTEM / LOGO ANIMATION / STYLE GUIDES / BRANDED CONTENT / IN-STORE / GLOBAL TRANSLATIONS

————

How often does one get to brand something entirely new and revolutionary?  Activision tagged us with a once in a lifetime opportunity to bring a disruptively unique new play concept to life. For Skylanders, ultimately over $4.5 billion strong, we delivered an unforgettable consumer-facing identity from the ground up and beyond.

TOYS TO LIFE

CLIENT: ACTIVISION BLIZZARD  PROJECT: SKYLANDERS
BRANDING / CREATIVE STRATEGY / IDENTITY SYSTEMS / KEY ART SYSTEM / LOGO ANIMATION / STYLE GUIDES / BRANDED CONTENT / IN-STORE / GLOBAL TRANSLATIONS

————

How often does one get to brand something entirely new and revolutionary?  Activision tagged us with a once in a lifetime opportunity to bring a disruptively unique new play concept to life. For Skylanders, ultimately over $4.5 billion strong, we delivered an unforgettable consumer-facing identity from the ground up and beyond.

REVOLUTION TO EVOLUTION

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Started as creating a line look ultimately revealed itself as defining the communications for a whole new category of play – dubbed “Toys to Life” – combining physical toys with companion video game experiences. Our dynamic original brand logo captured the explosive spirit of the gameplay. As the franchise evolved and expanded year over year with unprecedented success, the entire identity system – logos, iconography, trade dress, graphics and visual narratives – had to evolve as well.

SHELF APPEAL

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Delivering effective retail packaging for a revolutionary IP presents unique challenges. At the outset, the store shelf was the primary communications platform for explaining the unfamiliar play pattern. As the brand evolved, the packaging had to not only capture consumer attention and differentiate from a growing host of competitors, each new seasonal version of the toy and game combo had to clearly tell the story of its latest technical innovation.

CHARACTER STUDY

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PicturePlane, our digital art division, was tasked with bring the game characters to life in illustration, combining old school drawing with state-of-the-art 3D CG to deliver literally hundreds of lively character poses, key art executions and illustrated environments to be used across all marketing applications.

TOOLS FOR THE TRADE

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As the designated keepers of the brand identity, we created the original brand guidelines, which we expanded each season with new characters, graphic assets and updated retail applications, from in-store to product to licensing.

A BRAND FOR ALL SCREENS

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Our work encompassed applications across every platform, including the identity for Skylanders Academy, a Netflix exclusive animated show, and other OTT services.