As Project Designer at Mattel, I led the visual development of a refreshed brand direction for Barbie, tasked with reimagining her world through a modern, dynamic lens. The initiative focused on introducing a bright, vivid, and geometric design language that would resonate with a new generation while maintaining the brand’s iconic identity. My responsibilities included concept development, trend research, mood boards, color palette exploration, and creating style guide assets that informed packaging, digital content, and licensed product extensions. This strategic visual overhaul aimed to elevate Barbie’s relevance in a competitive market and align the brand with contemporary aesthetics and play patterns.
