DIGITAL DIY EMPOWERS GIRLS TO EXPLORE THEIR “BRATTY” SIDE
Year: 2014
Client: Bratz
Agency: Droga5
Role: Senior Art Director
Art: Paige Whitaker, J.J. Kraft
Copy: Spencer LaVallee, Tori Nygren, German Hudders, Scott Bell
Design: Lily Cho, Kayt Brylinksy
Illustration: Eugene and Louise, Kate Lewis, Christina Lu
Production: Media Monks
Project Duration: 6 Months
Bratz is an American product line of fashion dolls and merchandise.
The tagline "Don't Be a Doll. Be a Bratz" acknowledged Barbie as a competitor. The new Bratz brand represents self-expression, individuality, diversity, confidence, and creativity, brought to life through Stoopid Buddy’s animations and the Bratz app.
The Bratz app offers fans various activities, including creating avatars, customizing dolls, and unlocking rewards. Inspired by the app's DIY ethos, we crafted an inclusive world with diverse styles, embracing all creators and creations. ↓
The writing was as significant as the visual design. Extensive bios and scripts were crafted for each doll, ensuring a coherent personality and an overarching mission that served as a brand bible for future media collaborations. ↓
↑ Cloe is wide-eyed and curious, Cloe loves her friends more than anything in the world. She also hearts soccer, shopping and having fun! She is a worker bee, acting as greeter, folder, re‐stocker and cash register, all while live‐tweeting the events at the Curiosity Shop.
↑ Jade is the definition of a trendsetter, quirky and confident. She’s always the first to design a new look or try a new skateboarding trick. Rad. She is the driving creative force behind the Curiosity Shop, constantly redesigning the space and acting as lead buyer.
↑ Raya is an energetic goofball who loves cracking jokes, doing silly voices and making the Bratz laugh. Bananas!!! She uses her zany impulsivity to strike a grassroots PR and marketing campaign: spinning arrow signs, bringing in foot traffic by bullhorn and creating dance parties on the sidewalk. Anything to make a scene and bring attention to the Curiosity Shop.
↑ Sasha has dreams as big as her personality. She wants it all: fame, fortune and, of course, friends. Fierce. She puts her self-promotional skills to work with thoughtful marketing campaigns and website design for the Curiosity Shop.
↑ Yasmin is an earthy free spirit who is always finding her zen. She loves animals, poetry, nature and music. Namaste. She keeps the Curiosity Shop viable and in focus by unifying the Bratz vision and taking care of the books and business affairs.
Culture Report
This was the beginning of the “pop” Instagram trend, which has since exploded on social platforms as eye–catching shareable content.
I had the honor of redesigning the legendary Bratz logo even though nothing was ever going to replace the original. It was still very fun to work on. 😅️ ↓
