In 2013, the Barbie website was looking dated and unorganized. Flash was widely used and needed to be retired. Mobile had not been considered. Our goals for the new site were to simplify navigation, design for mobile, establish a fresh visual identity to unify the brand, and provide new features that would surprise and delight the fan base. Among the new features was a Unity-based 3D avatar experience allowing girls to style and accessorize their own virtual doll.
Barbie is a collection of product lines. There are multiple brand teams and style guides. Creating a universal look for online that accommodated all product lines and age groups was a bold challenge. Our visual solution successfully unified the brand online and was endorsed across teams.
Our goals with this activity was to drive retail sales of the Barbie Dreamhouse by introducing an online experience that invites girls to create and share their own virtual dreamhouse creations. Game assets were derived from actual toy photography to remain faithful to the retail product.