Toybox is a division of Mattel oriented towards tech and educational products. The goal with this project was to create an identity package that would make the division stand out as distinct from the other more established sub-brands, and look at home within contemporary tech aesthetics.
The Toybox Visual Identity System is inspired by the unique perspective the group brings to the creative process. Never content with the status quo, the Toybox culture is about pushing boundaries and embracing innovation.
In keeping with those principles, this brand identity does not establish rules that need to be strictly followed, rather the system has been engineered to offer designers total freedom within a framework of general guidelines.
It is a system that can create small format, visually subtle layouts as readily as large format, bold and complex ones - all while maintaining a cohesive style and presentation.