Barbie Apps & Games
Establishing Barbie in the digital space.
Role
Interaction Design
Brand Design
Art Direction
Client
Mattel
Barbie is a legacy brand with a wide footprint in the digital space from self-published titles to licensing partnerships. Historically the brand has struggled with maintaining a consistent identity across apps & games space due to the breadth of internal and external partners involved across franchise. The Barbie Brand Creative team partnered cross functionally to better establish Barbie in the digital space, improve user experiences in gameplay, and build synergy with product lines and brand campaigns.
As the lead designer for Barbie apps & games, I partnered cross functionally to develop and implement a consistent brand identity for Barbie in the space through brand guidelines and UI toolkits. I designed userflows, wireframes, prototypes, and surface interfaces across properties for game development and art directed marketing assets and videos for launches.
Barbie Dreamhouse Adventures
The Barbie Dreamhouse Adventures app was developed in partnership with Budge and brings users into the world of Barbie like never before. Aligning with and expanding on the brand's episodic series, the game puts the power of storytelling in users' hands. Anything and everything in the Dreamhouse can be interacted with from designing rooms, exploring activities, and styling characters.
My role as lead designer was to develop userflows for the experience, art direct gameplay in alignment with the content series and product lines, and design UI elements and gameplay interfaces.
The Barbie Dreamfloor at Kid HQ
For the 2019 holiday season, Barbie partnered with the Walmart Toy Lab to launch an interactive, shoppable choose-your-own-adventure at Kid HQ. The experience let kids into the world of Barbie like never before as they helped her create her next vlog. After they had the ultimate fashion show, explored outer space, threw a party in the Dreamhouse, and discovered unicorns on a camping trip kids were able to save their favorite toys from the journey to share with parents.
My role as lead designer was to provide direction on top toys to incorporate, ideate on storytelling scenarios to include them in, develop userflows for the Barbie experience, design UI elements and interfaces, and art direct on live action capture on set.
Barbie Fashion Closet
Fashion is a cornerstone of the Barbie franchise. In partnership with Genera Games, the brand launched Barbie Fashion Closet to invite kids into Barbie's ultimate closet. Highlighting the latest fashions from the product line and leveraging characters from the content series, Barbie Fashion Closet serves as a digital extension of the brand for a 360 play experience.
My role as lead designer was to develop userflows for the experience, art direct gameplay in alignment with the content series and product lines, and design UI elements and gameplay interfaces.