MOONSPELL MAGIC BRAND LAUNCH

from the spirits that brought you monster high, we’ve conjured a brand-new spin-off brand, featuring a school for witches
expanding the monster high universe
From the spirits behind Monster High, [x]—expanding the Monster High universe.

We launched a Monster High spin-off brand.

I led brand creative and identity development across the franchise. Partnering cross-functionally alongside creatives from franchise, product, and packaging teams to develop & launch the Moonspell Magic x Monster High brand.
I covered a range of brand development elements from visual identity to launch activations to TV commercials to social content creation.

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

design production support: logan lebuis
copywriting: audrey davis
packaging design:

responsibilities: brand narrative & character development, creative direction of visual branding development, establishing the brand system (i.e, color palette, typography, patterns, icons, photography style, doll posing), 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.

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.
developed brand architecture and brand voice together to bring this new generation of witches to life
instill the core brand tenet of x, acceptance of others and all of their unique qualities
because that’s what friendship is all about.
cultural relevance and major fan excitement.

rooted in individual qualities strengthening the group when harnessed together
practicing together (check dcv write up)
friendship is the strongest power, together powers are stronger

INNER GLOW
Moonspell High is the soft dark glowy ethereal cousin to Monster High's bubble grunge harder-edge.
Similarly to Monster, Moonspell is fashion-forward, aesthetically driven
Balanced mix of pastels & darks. Light touches of neons& very light touches of gold foil.
Keywords: Aura, glow, magic, bewitching, art nouveau modernized, soft, 

Moonspell Magic by Monster High – a mysterious circle of high school witches brewing up magic with spellbinding style! ​​
Magical, stylish, cool, and a little mysterious – leaning into age-appropriate edge ​

• Focus on driving narrative rather than item focused ​

• Emphasize dolls playability and imaginative storytelling  ​

• Ensure witch theme is paramount and easy to understand ​

• SETTING should take place in a high school (New dolls, new high school) w/ Celestial vibe​

• Highlight diversity on all fronts ​

• Lean harder into the age-appropriate edge to drive relevance with older kids ​

• Should feel different but within same Universe as MH​​

Tagline: “Moonspell Magic by Monster High” “A Magical School for Witches”

Tone & Manner: Confident, Powerful, Modern, Energetic, Mysterious/Dreamy, Hypnotizing
Keywords: Witch/witchy, Magic, Spells/spellbinding/ casting spells, Bewitching, Potions, Cauldron, Fortune, Future, Dreams, Believing/Believing in yourself, Moon/Crescent, Stars, Alchemy

Tucked away in a beautiful forest is a school for witches. There, charmed teenagers learn about the magic within them and how to use their powers to help the world... and each other! After all, friendship is the best way to make inner magic shine bright. These sweet and stylish witches can't wait for all the spellbinding adventures they'll conjure up together!

THE COVEN COMES TOGETHER​
The witches of Moonspell Magic are beyond hexcited to find their coven mates/witchy besties
focus on their individuality and see their varying powers shine
our core five comes together as a group to discover that their magic is more powerful when practiced together
they start to build and discover the power of their coven together
These Moonbeams are strong individually, but when they bring their powers together, they form a circle that shines extra bright
conjurers,
sparkly, ethereal witchy girl vibes
elevated whimsy
shimmer with Moon Magic

soft, dark glowy vibe
filled with magical elements, and twinkly flourishes
lit-from-within graphics

coven circle​
cauldrons
moon element

MYSTIC MEETUP​
new school year
freshman conjurers of Moonspell High
the core coven
coven-mates
demonstrate their powers
In the shadow of the  moon
the Moonspell witches 
coming together to cast a spell
showing that their magic is more powerful when used together.
The vibe is cool-girl witchy pop
the energy is confident
the core message highlights the power of the group
their differences & different abilities are what make them special solo, but also what makes them more powerful together