MONSTER HIGH PROJECT BELONGING CAMPAIGN

Monster High launched Project Belonging—A global social initiative to help kids build healthy relationships and create a sense of belonging.

Monster High is committed to creating a world where everyone feels like they belong. Embodying Monster High’s core pillars of celebrating inclusivity, fierce authenticity, forever friendship, and embracing individuality, we launched Project Belonging—a multi-year global campaign that provides caregivers with research-based tools that help to support belonging and to combat social isolation in kids. My partner and I were responsible for the creative thinking behind the campaign launch. I created the visual identity—conceptually reflecting the bright slivers of brightness that can peek through what may feel like darkness, and tying to the overall ethos of the Monster High brand while giving the campaign a distinct aesthetic—and developed the UI for the Project Belonging site. Additionally, I worked closely with my creative partner to develop the language that aligned with the campaign initiative. This initiative—in partnership with the Kid’s Mental Health Foundation and tied to World Mental Health Month—puts purpose to action, focusing on helping kids feel seen, increasing their resilience, fostering a sense of community connection, and building a culture of acceptance.

visual identity design
site UI design
campaign launch
video creative direction

responsibilities: creative direction of visual branding development, establishing the visual system (i.e, logo lockup, color palette, typographic treatment, patterns, and iconography), UI design, style guide, building a cohesive brand system across all assets and applications, approving all future executions from global markets.

creative partner | copy : erin foote
production design support: logan lebuis
creative director: danielle viale