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A re-branding project that aims to identify the essence of a dying or defunct brand and transforming it into a completely new direction while staying true to its soul.
Ideal Toy Company is a defunct American toy brand, that got its start from the launch of the iconic Teddy bear. The soul of the brand was to foster empathy in young boys and girls through the language of play. In order to stay relevant in an increasingly diverse and collaborative future my mission for the new Ideal was to create an environment that is inclusive, collaborative, and diverse. Our new logo concept is a pinwheel, which symbolizes diversity, potential, fun, collaboration and childhood innocence.
1. Featured in Behance, AIGA Gallery, 20172. Featured in Behance, InDesign Gallery, 20173. Featured Behance, Graphic Design Gallery, 20174. Semifinalist, ADAA, 20175. Featured Experimenta Magazine, 2018