The city that never sleeps meets its match when Barbie takes on the “Big Apple” with a playful look at Barbie’s place in fashion and pop culture on her 50th anniversary. Conceptualization and collaboration of the vision resulted in this sculptural centerpiece displayed at the 2009 Mercedes-Benz Fashion Week at Bryant Park in NYC and later repurposed for the 2009 Las Vegas Toy Fair and The Children’s Museum of Indianapolis.

Glass House is a music production space in mid-city Los Angeles, where five composers in five rooms write score and song for all manner of artists and projects. Art direction from the ground up included outdoor signage, logo design, marketing materials and collateral. Color palette and logo pattern were engineered to strike an energy balance for the needs of a dynamic, creative workplace.

OPI makes 55 million bottles of nail polish a year, but no OPI color is more sought after than the reds in their signature color series. Project was concept to design, including photography and art direction. Product ads showing the range and beauty of OPI’s REDS nail lacquer collection were featured in Allure, Cosmopolitan, Elle, Glamour, Instyle, Oprah and more.

This indie pop/rock band from Los Angeles, California, is notable for its use of intricate vocal harmony. While all the members had experienced individual career success prior to forming their band, they found their unique sound after joining forces.

For the launch of their album, “Crazy Ever After”, in 2008, they asked me to create a simple logo, collateral and some merch depicting how they “rescued” each other from their single careers.

When in the world would you like to go? Fortieth birthday celebration gets a steampunk spin for this high concept trip through time. Design and art direction for a broad range of deliverables including event logo, signage, typography, candy bar, props, photo booth curation, menus, printing and staging.

Tasked with re-imagining and creating a new break-frame fleet of global Barbie product commercials. Project goal was to shatter previous conventions and break through the noise of an average toy commercial to change brand perception. Instrumental in concept development, art direction on and off set, styling, casting, and pre and post production.

FALL 2017

Barbie Dream Horse
Barbie Dream Camper
Barbie Club Chelsea Skate Park
Barbie Dolphin Magic
Barbie Pets

FALL 2017

Barbie Holiday
Barbie Dream Camper
Barbie Dream Horse

Barbie got her first domestic Pop Up shop at the world-famous Mall of America in Bloomington, Minnesota in 2009. Project encompassed the creation and conception of retail and environmental designs, marketing materials and experiential events supporting the shop and core Barbie brand.

The heartbeat of international kids’ fashion is Pitti Bimbo. Role involved every aspect from concept to completion, art direction of photoshoot, booth design, marketing materials and outdoor signage for the debut of the Fisher-Price Rainforest Collection at the annual trade show in Florence, Italy. The goal was to keep the look and the space modern while still keeping the brand playful, warm and approachable.

The Barbie Café inside of Barbie’s first flagship store, House of Barbie, in Shanghai, China is an immersive brand dining destination like no other. Contributed to the team vision by designing place settings to help “dress” the space for a nostalgic experience. Highlighted the 1959 #1 Barbie on the cafe plate, and iconic vintage clothing images on the place mats. These graphic assets later became part of Barbie’s 50th Anniversary Branding Tool Kit.

SPRING 2017

Video Game Hero
Walk & Potty Pup
Emoji Style
Dreamtopia Bubble-Tastic Fairy
Club Chelsea Clubhouse

Confidence, diversity and empowerment. This first-ever Barbie brand stop-motion Music Video was a collaborative endeavor, concept through development across all design disciplines for the launch of unique line of Fashionista Dolls. On trend with the global move towards inclusion, personalization and self expression, the project continues to inspire and resonate with viewers.

BRUMBY BOYLSTON
Director, Brand New School

EVER AFTER HIGH is one of Mattel’s newest doll franchises, introduced in 2013. Designed the selected Ever After High “key hole” concept that led the EAH launch with it’s teaser ad campaign. This key hole direction became a continuous graphic and story telling vehicle across all touch points: Justice in-store teaser video and ads, opener of sizzles and webisodes, EAH music video, online, retail and print, and utilized as an interactive device in gallery and environments. Further participation in the initial phase involved logo exploration, mood boards, graphic elements, collateral and merchandising.

Branded giveaways make the simplest gifts but provide a big smile. Designed this refreshed 2014 Barbie brand collateral with a new look reflecting it’s fun and playful icon pattern, Barbie accessories, illustrations, and a bit of humor. These products are given out at Toy Fairs, Collector Conventions, and other trade events, as well as employee desk-drops.

Deliverables include employee business cards, notebooks, pens, badge holders, reusable shopping bags and post-it notes.

“Barbie Loves Stila” in this strategic alliance launched exclusively at Sephora. Inspired by five decades of signature Barbie looks, this limited “All Dolled Up” collection required the adaptation of Stila packaging into a merchandising campaign that incorporated copy, key art and die-cut wall unit displays from conception to production.

Paramount TV’s “Frasier” ended its 11 season run with an extraordinary wrap celebration. For this integrated, branded event we created a fictitious museum experience called “Frasier - The Art, The Legacy, The Retrospective.” From museum-quality invitations to custom-created art for the exhibition, deliverables included logos, invitations, banners, swag bags and gift shop signage.

Founder and Creative Director:
Marc Friedland, Creative Intelligence, Inc.

OPI’s foray into the competitive, professional nail gel market required precision marketing. Branding, packaging, collateral and ad design were cultivated for this new gel launch, keeping the product’s sheer, weightless finish in mind with the design concept.

The initial intention of the conception and styling of  “Barbie’s Closet” was to line the walls of the Barbie Toy Gallery Rotunda. However, this heroic, two-section, distinctive statement, has since become an inspiration for current product around the globe, setting the tone for on-brand styling. These assets have also been repurposed to paper the walls of worldwide retail environments and licensed stores, sell in the Barbie Collector’s Catalog, and decorate the boxes of one-of-a-kind exclusive dolls for New York’s Fashion Night Out.

How do you celebrate girls and their dreams? By launching the Barbie Brand Anthem, “Anything is Possible”, performed by Fifth Harmony. Art direction with a fun, diverse and aspirational voice, this music video spot coincided with the release of the Barbie Fifth Harmony dolls – a perfect partnership in girl power brand awareness.

WAYNE ISHAM
Director, WONDROS

Welcome to the world of premium PLASTIC Barbie style. Barbie’s specialty HALO books feature outrageous, limited edition collectibles, offered only to a select few trendsetting consumers. Tasked with cover design and art direction – the Plastic Collection catalog embodies the playful, and fantastic.

Feeling BLUE never felt better! This boutique spa came onto the LA scene in 2003 taking the medical beauty industry by storm, combining innovation with the comfort of a spa under one roof.

Tasked with creating a modern and sleek brand identity for this new boutique concept spa, inspiration was pulled from the mosaic tile install in their existing interior design. Created blue color palette, logo, collateral and signage to complete the look.

Founder and Creative Director:
Marc Friedland, Creative Intelligence, Inc.

As part of Barbie’s 50th anniversary celebrations, Barbie took over Dylan’s Candy Bar in NYC. From conception to design to roll out, this perfect partnership featured window displays, key art, logo and merchandising. A highlight was working with Dylan’s graphic design team to alter their branded “candy toss” pattern to incorporate Barbie’s pink glasses in a seamless co-brand of two very sweet things.

The Barbie CAREERS line has been a core segment of the Barbie brand for years – but it was time for refresh. This project involved concept and development of the evolution and rebranding of this Barbie Segment to deepen brand engagement by infusing a more playful, imaginative, and consumer facing girl-friendly messaging filter to the “TODAY I CAN” product line. Deliverables included a new segment name, logo/tagline lockup, color palette, icons, ownable pattern, girl photography, merchandising headers, shelf strips, vertical banners, blade signs, and inspiration to support experiential events and web. The lifestyle photography is still being used in the current brand campaign “I CAN BE”.