Barbie (Re)branding Campaign

During -> Spring 2024

Under -> Eleni Beveratou, Stephen Barrett

Team -> James Roberts, Nina Chen, Vicki Mai

My classmates and I collaborated on a rebranding campaign learning under FreshBritain, redefining Barbie’s brand purpose to go beyond inspiration and into action. The result was a refreshed brand model that focuses on helping girls reach their full potential through imagination, service, and experience, inspiring them to imagine a world where they can be anything and giving them accessible resources to do so. The resources include “How To” guidebooks for career paths, and an imaged collaboration with Kidszania for career experiences. This new strategy insures Barbie remains a sustainable brand for real-world impact.