Play-Doh

This was a project I couldn’t wait to get stuck into. With the Straight Forward Design team, I worked to evolve the creative strategy, brand foundations and design palette for the brand, maintaining its iconic status but deepening its meaning. A new brand positioning of ‘Shaping Imagination’ allowed us to celebrate the tactility of the product through every brand asset, making it the champion of creativity, confidence, and individuality. Now, they have a voice full of playful sounds and squishes. And with a more meaningful palette, imagery that celebrates imperfections and fingerprints, it’s now a brand ready to make its mark on new generations.

creative strategy / copy / tone of voice guidelines