Branding from a Marketing Perspective
In ——————> 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 focused on imagination, service, and experience, ensuring Barbie remains a sustainable brand for real-world impact.
Digital Activation
Activation 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 digital resources to do so.
New Brand Identity
Storytelling ——> Storydoing
Market Purpose ——> Moral Purpose
Production ——> Participation
Brand Strategy Slides
Through in-depth research on branding methodologies, we assessed Barbie’s place in the market, examined competitor strategies, and leveraged emotional archetypes to create an education-driven, more sustainable brand.
