As Lead Contributor, I helped define and establish the visual identity for Mattel Corporate—shaping a creative direction intended to convey optimism, warmth, and approachability at an enterprise level.

The photography focused on children in open, outdoor environments, using light, grass, and sky to evoke a sense of possibility and joy. This visual approach was designed to humanize the corporate brand and reflect Mattel’s purpose-driven mission, while strategic accents of Mattel red provided cohesion and a recognizable throughline across materials.

The resulting visual system became the foundation of Mattel’s corporate identity for more than two years. It was applied consistently across annual reports, the corporate website, global advertising, trade show environments, and internal communications—creating a unified, uplifting expression that aligned employees, partners, and stakeholders around shared values.