SESAME STREET GLOBAL BRAND & PROMOTION GRAPHICS TOOLKIT
The project goals
As Sesame Street continues its international programming expansion they wanted a new graphics package that was easy to use and featured the muppets in a unique way. They turned to the creative team at Known who reached out to me to help flesh out the design approach and international toolkit design.
The creative approach
The design approach was to focus on the up close personality and hug-ability of the iconic muppets like Grover, Ernie, Bert, Big Bird, Oscar the Grouch, Cookie Monster and more. Through close up crops and typography nestled into their fur a tactile and personal design package was achieved.
Overarching brand guidelines
The master color palette was developed to work with a wide range of muppets. Each international package was then narrowed down to a set of complimentary colors for each franchise. The typography guidelines needed to remain simple, fun and bold considering there would be a wide range of languages.
Ahlan Simsim Arabic graphic toolkit
The Ahlan Simsim Arabic package presented some unique design challenges with the reversed right to left layouts. Additional a new cast of muppets, Basama, Jad and Ma’zooza, needed to be more visible. A series of motion design sequences that moved from close up to mediums shots was developed to maintain the brand look while featuring the new muppets as well.
Background design variation
I did an extensive design exploration of backgrounds from the simple to more complex. The goal was to give Sesame Street maximum flexibility moving forward. Starting with the basic color backgrounds I expanded on them using layers, fur and brand patterns.
Future graphic toolkits in development
As the promo packages start to roll out around the world I continue to work on new toolkits for India and South Africa. Check back to see how the full global package turns out.
