REBECA
MÉNDEZ

O&M’s Brand Integration Group (BIG), Los Angeles was hired in 2003 to develop four archetype segments for Barbie brand. My responsibility as lead and creative director of BIG_LA was to direct the design of these ‘all girl archetypes’ brand vocabulary—a lexicon of graphic elements and strategies—to utilize in the creation of an articulate, resonant, and vibrant Barbie brand, one which celebrates each of the four girl archetypes as the girl at the center of her world. We also developed brand guidelines for global implementation. The animation represents these Barbie archetypes as animated by Alexei Tylevich and his team at Logan.

Additional Credits:
Designers:
Gail Swanlund, Snow Kahn, Drew Hodgson, and Carolina Trigo.
Strategist: Claudine Murphy
Animation: Logan