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”.