MONSTER HIGH BRAND RELAUNCH

We brought the Monster High brand back to life after a multi-year hiatus; rolling out updated visual branding & a brand voice that was tuned-IN to align with ideals that are important & culturally relevant to kids.

I led creative brand development for the newly refreshed doll line to align with the core brand ethos of Monster High, leading a team of designers to execute on the creative vision. I worked with my creative partner partner and we developed brand architecture and brand voice together to bring this new generation of monsters to life and to reinvigorate the core brand tenet of embracing and celebrating what makes each of us different, acceptance of others and all of their unique qualities because that’s what friendship is all about. I covered a range of brand development elements from visual identity to launch activations to TV commercials to social content creation. This work directly contributed to the successful relaunch and rapid scale of Monster High, growing the brand into an over $350M global franchise and a key revenue driver for Mattel with renewed cultural relevance and major fan excitement.

responsibilities included: establishing the brand system (i.e, color palette, typography, patterns, icons, photography style, doll posing) and key art, creative directing all product shoots from concept to completion, brand guidelines + style guide, leading a team of designers to ensure a cohesive brand system across all assets and applications, approving all future executions from global markets.

brand launch
identity design
brand architecture + brand voice
video + photo direction

creative partner: erin foote
design support: logan lebuis, kelsey estrada, melinda puentes

2025 STUDENT BRAND REFRESH
In 2025, we updated the Student branding, pushing it to feel edgier, more modern & to connect directly with the consumer. By drawing inspiration from print & zine culture, we were able to harness and elevate the vibe of the Monster High brand. With updated photography style, doll posing, and graphics this rebrand acted as a catalyst to further propel the cool-factor of Monster High, to not only resonate with kid-consumers, but to also capture the attention of adults by disrupting the aesthetic of the doll toy aisle.

CORE & ALUMNI BRANDING
Monster High is made up of dolls made for people of all ages with two very distinct product lines. In order to clearly distinguish between brighter, trend-forward, creepy-cute dolls intended for a younger audience (“Student”) and the darker, elevated, creepy-cool dolls intended for an older audience (“Alumni”) we developed differentiated branding. And to sit over both, we created a streamlined overarching Core brand palette that served as the overarching umbrella branding that encompassed both Student and Alumni (aka Skullector) lines.

ALUMNI BRANDING

CORE BRANDING