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JOE CAMPOS: UNLEASHING THE RAW POWER OF WWE: A MCHALE DESIGN CASE STUDY

&nbsp When our friends at Mattel tasked McHale Design to take on the project of creating branding, new packaging, and style guide for WWE’s 2024 action figure line, we enthusiastically embraced the challenge! Our mission? To capture WWE’s electrifying energy and deliver it to fans of all ages. &nbsp The Arena Lights Up: Rebranding a Visual Powerbomb &nbsp Picture the scene: spotlights blazing, adrenaline rushing, and the crowd roaring. Our approach to WWE branding went beyond packaging; it was about crafting a thrilling, immersive experience for the consumer. &nbsp Our research phase began by analyzing WWE’s visual history, previous brand iterations, dynamic video graphics, and promotional campaigns. We wanted to create a brand refresh that would generate excitement for WWE’s newest roster of superstars while also capitalizing on the established popularity of WWE legends. &nbsp “Having someone on our team who previously worked on the WWE brand and is a real fan was critical in understanding the nuances of WWE,” says Joe Campos, president of McHale Design. &nbsp Successful brand design for consumer goods necessitates a strategic approach. The coordination of brand elements on final packaging is pivotal. Patterns, textures, and backgrounds should be developed with their final intended use in mind. Additionally, the key art and trade dress layout must be visualized and sketched out to ensure optimal communication hierarchy. &nbsp Inspired by WWE telecasts and Superstar costuming, we developed a color palette centered on primary colors that integrated techy textures, flashy light patterns, and backgrounds with layered depth. &nbsp Bold, angled graphic elements symbolized the electric action of the ring. The provided Superstar photo assets were enhanced to create Key Art that reflected unbound energy and unified all the wrestlers under the WWE brand. &nbsp Building Up The Packaging Hierarchy of a Brand &nbsp To reinforce the WWE branding mantra that “The Superstars are the Stars,” the visual hierarchy on this packaging design needed to reflect this concept. From the beginning, Mattel stressed the importance of making the Superstars’ image and their name the first read, even more so than the WWE logo. &nbsp According to Art Director Mike Hass, Mattel observed an interesting consumer behavior: “when shoppers see packages hanging on a rack, they tend to tilt each one to reveal the face and name until they find the Superstar they’re looking for. To accommodate this behavior, it was crucial to prominently display the Superstar’s image and name on the left side of the packaging. This way, potential consumers could easily spot their favorite Superstar.” &nbsp The names and faces of John Cena, The Rock, and The Undertaker are instantly recognizable to fans, even young children who can’t yet read. The WWE logo follows, verifying the product’s authenticity. Subsequently, highlighted feature callouts and secondary segmentation logos such as “The Elite Collection” enhance the product's perceived value and collectability. Expanding the Brand: Style Guide Ready for the Spotlight! &nbsp Although we developed a versatile brand identity that dominated across various packaging types, a successful Style Guide had to ensure the branding would easily adapt to every need of the licensor. &nbsp Mike Hass said, “the biggest challenge was to create modular design elements that weren’t restricted to specific areas. For packaging, we placed the Superstar Key Art on the left side, while the WWE logo was positioned on the right. This arrangement accommodated the consumers’ habit of scanning through packaging. However, the Style Guide elements needed to be adaptable for various purposes, including ad templates, product applications, and retail merchandising.” &nbsp From the color palette to the design elements, we ensured every brand detail complemented each other and was crafted to function effectively where needed. &nbsp Joe Campos added, “Final files should ensure style guide elements are easy to find and use, allowing licensors to retrieve and apply necessary fonts and graphics intuitively.” A successful style guide needs logical organization and a clean file structure. Intuitive visual mock-ups help licensees understand how to consistently apply the branding. Brand guidelines should be written to ensure all elements are used correctly to maintain brand consistency. &nbsp The collaborative effort between McHale Design and Mattel has yielded a packaging and branding strategy that electrifies and captivates WWE fans, much like the Superstars themselves. By meticulously integrating dynamic visuals and thoughtful design elements, we crafted a style guide that reflects WWE's high-octane spirit, setting the foundation for consistency and adaptability across all platforms. &nbsp This comprehensive approach invites fans of all ages to experience the excitement of the WWE from the moment they watch the content until the moment they see the packaging. The lessons learned and the innovative strategies developed in this project will continue to influence and inspire, ensuring that WWE's brand remains as legendary and powerful as its Superstars! &nbsp &nbsp GOALS Provide value Easily readable Engaging Concise Article Outline Intro Branding -our experience -strategy -our WWE approach Packaging -WWE superstar focus -hierarchy Style Guide -Elements of style guide -Key art -Final files Closing

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Bruce Lund: Essays on Toys, Games, Invention, Imagination and Creation, Effort, Persistance and more…...

I have been a toy and game inventor and licensor for decades managing Lund and Company Invention, L.L.C. in Chicago.&nbspFor more than 35 years we created a wide range of dolls, board games, preschool plastic games, action figures, vehicles and more.&nbspSome of our products have been on the market for 25 years or more.&nbspMany have won TOTY awards and other awards here in the U.S. and internationally.&nbsp &nbsp In the process we have learned some things that perhaps might be of value to you.&nbspThese essays are from my own personal experience and will cover several subjects: “Value of Play”, “Value of Toys”, “Game Play Teaches Unique Skills”, “Where do Ideas come from”, “Effort and Persistence”, “Making the Impossible, Possible” and other topics. &nbsp Essay 1- Games teach skills not taught elsewhere. &nbsp Game playing is a very important medium through which kids learn about important life concepts that serve us well as adults.&nbsp These concepts include fairness, cooperation, competition, playing by the rules, concentration, focus, and strategy. Consequences of cheating or other ill-advised behaviors. Pain of losing, and the joy of winning. Games teach us, as children and as adults, many important lessons. Games help us become successful human beings. &nbsp There is much more to be learned about the value of gameplay from studies done elsewhere.&nbspThese are my observations based on many years of creating games and thinking about game play experience. &nbsp Games teach us, as children and as adults, many important lessons not learned elsewhere.&nbspThey teach us about patience, concentration and focus.&nbspThey give us the opportunity to learn to strategize.&nbspThey give us the opportunity to teach us about competition, teamwork, and how to win or lose gracefully.&nbsp &nbsp We learn what happens when one cheats and the unpleasant results if you are caught.&nbspWe discover how to recognize others cheating as well.&nbspFor younger children they can learn about numbers, counting, colors, fine and gross motor skills, reading.&nbspBasic educational concepts but in a fun way.&nbsp &nbsp The legendary architect Le Corbusier once said: “A house is a machine for living….”. &nbsp My definition of a game is: “a machine for human interaction.”&nbspWhether by card or die, ball or board, the activity of playing a game engenders, encourages, and creates the interpersonal communication we call “fun.”&nbsp &nbsp It is hard to define precisely what fun is, but we know it when we see it or experience it ourselves. Fun is the magic that happens in the air between people and above the actual game equipment.&nbspThe world needs more fun.&nbsp &nbsp A game enables an enjoyable interplay between people, somehow, someway.&nbspIt is magical.&nbspWhat makes a game great is a mystery to me.&nbspUnlike a toy, the magic is in the interactions of the players and does not often reside in the device itself, as it does in toys. &nbsp &nbsp Our game&nbspFireball Island&nbspis considered a cult classic. Called out as one of the best board games of the 1980s. One European game designer told me it was the reason he got into the game design field.&nbsp &nbsp Another Lund game,&nbspDragon Strike, was named Game of the Year in Austria, a country where games are revered and treasured.&nbspDoggie Doo&nbspaction game was named 2011 Game of the Year in France, Australia and England!&nbsp &nbsp A few quotes about Fireball Island: &nbsp “I truly love that game. It has brought tons of joy to my life. I love sharing it with people who have never played. We even played it this year during the family Christmas get-together and it was a huge hit. Thank you so much for creating Fireball Island!” &nbsp “OMG you are the inventor of FIREBALL ISLAND? I LOVED that game when I was a kid!” &nbsp “Wait, you made Fireball Island? WOW! Quite frankly, one of the best board games ever created.” &nbsp This is how we want people to feel about playing games we create. &nbsp There really is no substitute for face-to-face, hand-to-hand, head-to-head game play, whether on the field, the floor, or the table.&nbspThe values are many, in fact, including not just the social aspects of cooperation, competition, following rules, and so on, but also the physical, fine and gross motor skills, logic, and more. Another great point of game play is their flexibility and the opportunity they offer for players to be creative by modifying the play of the game. &nbsp Games allow us to experience success of winning and failure of losing.&nbspWe learn about patience by awaiting one’s turn, to concentrate on your choices and your opponent’s choices, to recognize cheating and learn how to deal with it when others do it. &nbsp Games are an important part of our early discovery process. Through play, children experiment with and discover for themselves the workings of the physical world as well as how to interact with others, both adults and children. Through game play, we discover the unwritten rules of social behavior: what works well and what does not. &nbsp Games and gameplay are very important parts of a child’s life and important to us as adults as well.&nbsp &nbsp I am available for questions and to hear your thoughts at&nbspbruce@lundleather.com or text 773 301 0836. “

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Backstabbing game

Similar to a "Take That" game, the fun of these games are CENTERED on the terrible things you do to other players in the game. However, Backstabbing games distinguish themselves in that they require some amount of trust and cooperation between players - and then, sudden betrayals at their expense for your own benefit. These games are highly interactive and emotionally charged.

Submitted by Curt Covert

3 Truths & a Lie Mini-Game

Tait & Lily, Inventors of Betcha Can't!