Barbie 65th Anniversary Collaboration

To celebrate Barbie’s 65th anniversary, Mattel partnered with Paris Jewellers—but the challenge was clear: how do you merge the bold, playful nostalgia of Barbie with the elevated, refined aesthetic of Paris Jewellers without compromising either identity?

I was tasked with creating a campaign that felt seamless and cohesive across both brands. I played a key role in solving this by shaping a unified visual language that balanced Barbie’s iconic charm with the sophistication expected in fine jewellery.

I contributed across a wide range of deliverables—including print marketing, email campaigns, digital advertising, and jewellery photography—while also collaborating with external vendors to ensure every asset aligned with Paris Jewellers’ visual standards. Central to this was developing and refining the collaborative logo and typography system, ensuring both brands were authentically represented within a single, polished identity.

To further bridge the gap between playful and premium, I helped introduce in-store interactive elements, including a custom-branded photo frame installation. This created a moment that felt true to Barbie’s world while still fitting naturally within a luxury retail environment—driving customer engagement, encouraging social sharing, and increasing foot traffic.

This project demonstrates my ability to solve complex brand integration challenges—translating contrasting identities into a cohesive look and feel that works consistently across channels while elevating the overall campaign experience.