The Max Steel franchise underwent a comprehensive reboot in 2012. Mattel needed a new site to match the look, feel and spirit of the refresh. The old website, built in Flash, was full of animation, visual effects and interaction. The challenge was to dispense with Flash yet retain the appeal and dynamic quality that Flash provided and fans expected. We created a comprehensive digital style guide to keep agency and brand teams aligned.


Design Direction & UX

Responsive Design

All interfaces were designed to work in landscape mode across devices.


Digital Toolkit

We developed a full style guide that interpreted the brand for the digital space and provided a complete toolkit of ready to use marketing elements and user interface components.