MOONSPELL MAGIC BRAND LAUNCH

the spirits behind Monster High conjurED a new school for witches & THIS IS HOW IT WENT.

Introducing Moonspell Magic, A Magical School for Witches.
We expanded the Monster High Universe with the launch of a brand new spin-off property. Opening up/Unpeeling/Welcoming a new layer of fandom into the MH community.

Magical, stylish, cool, and a little mysterious, these witches/// are spellbinding! I led brand creative and identity development across this new franchise. ,,,Partnering cross-functionally alongside creatives from product and packaging teams to develop & launch the Moonspell Magic x Monster High brand…. Working cross-functionally to bring in new witchy lore to life while aligning the core brand ethos with that of the Monster High brand, and leading a team of creatives to execute on the vision….
I worked closely with cross-functional teams to develop the brand architecture and brand voice to bring this new generation of witches to life.
I worked closely with cross functional teams to develop the visual identity and lore behind our newest crew.
I covered a range of brand development elements from visual identity to launch activations to TV commercials to social content creation, and events. Additionally, consulting on packaging design.


instill the core brand tenet of x, acceptance of others and all of their unique qualities
because that’s what friendship is all about.
building cultural relevance and major fan excitement.

Moonspell Magic by Monster High – a mysterious circle of high school witches brewing up magic with spellbinding style! ​​
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.
Like Monster High, the vibe of Moonspell Magic is fashion-forward and 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, 
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

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

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

Werewolfs and Vampires and Witches?? Oh my.
Eye of newt, tail of frog, look what’s emerged from the fog.

brand launch
brand architecture + brand voice
brand storytelling
visual identity
lore + narrative development
video + photo direction

design production support: logan lebuis
copywriting: audrey davis

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.