American Girl
“Follow Your Inner Star” with a comprehensive brand makeover for every touchpoint.
“To revitalize American Girl and position it for growth, Parham Santana created the “inner star” icon and the aspirational brand promise, “Follow Your Inner Star,” through conversations with moms and girls, and in close collaboration with a brand team at American Girl.
American Girl brand architecture was simplified for success. Confusing sub-brands were eliminated and the American Girl moniker emerged as a master brand and key driver for brand growth.”
The American Girl Brand Bible details execution strategy for every brand touchpoint, including the essence of the brand “voice” and how the brand emotionally connects with girls.
Expanding Market Share for America's Premier Upscale Brand for Girls
To logically and clearly direct internal and external stakeholders, Parham Santana created the American Girl “Brand Bible.” The Brand Bible defines the voice and essence of American Girl including a comprehensive suite of brand assets - color, type and photography guidelines - for packaging, web, catalog and retail store roll-out.
