Brand Strategy
Amid cultural shifts, Party City needed to transform from a kid-friendly brand to a spooky Halloween destination. While retaining our brand promise to create joy, we developed a playful approach to our brand guidelines, ensuring an inclusive visual system for all digital channels.
Style Guide Creation
In collaboration with Brand Marketing, we co-created guidelines to reflect “Dark Mode” for Halloween considering performance and ADA compliance for all digital channels. This tool kit included new typography, photography parameters, colors and a communication matrix.
Dark Mode Implementation
Example of the brand transformation for the largest season of the year. Becoming the scary destination for Halloween started with an early teaser on the main category pages, anticipating an ongoing metamorphosis into a full dark mode of the entire site and other digital channels.