Lead Art Directors: Erin Foote, Rachel Ritter, Shelby Alexander
Sr Art Directors: Andrea West, Diane Kondo, Melinda Puentes
Lead Account and Project Manager: Jennifer Content, Mandy Hughes, Kaitlin Flagg
Doll Photographer: Jason Tidwell

In 2009, the global Barbie 50th Birthday celebration became an important moment of alignment for the brand. Rooted in nostalgia and fashion, the work brought teams together around a shared visual and cultural language—refreshing the original 1959 logo, revisiting Barbie’s debut black-and-white swimsuit, and unifying markets worldwide through a single, signature pink (Pantone 219) and one iconic Barbie image.

That milestone served as a stabilizing foundation during a period of transition. In the years that followed, the brand began to articulate a deeper purpose—launching You Can Be Anything, introducing the Dream Gap Project, and evolving into the world’s most inclusive and diverse doll line. Each step required careful coordination across creative, design, product, and leadership teams to ensure the brand could grow without losing coherence.

After more than a decade of shifting perceptions—and following the cultural and commercial success of Barbie: The Movie—the organization was ready for another moment of renewal. We re-energized the core brand look to reflect a more contemporary sensibility, embracing optimism, humor, and play through bold, graphic expression.

At the center of this work was alignment. Our team helped define the mission, creative guardrails, and visual direction for the entire Barbie organization—spanning packaging, consumer products, digital platforms, and global retail. The outcome was a comprehensive global brand guide that empowered teams across regions to create fresh, cohesive storytelling while remaining grounded in shared values.

More than a visual refresh, this work reinforced how Barbie shows up in the world—providing clarity, continuity, and creative confidence across markets, teams, and generations.