Mastermind Toys relies on signage, a crucial communication tool in-store, in addition to their knowledgeable staff. As the head of the creative team, my role encompassed conceiving, executing, and supervising the print production of all in-store collateral, ranging from expansive seasonal campaigns to concise navigational signs.
The scope of each communication initiative was extensive, encompassing various elements such as large window posters, overhead campaign or navigational signs, posters, fixture-specific signage, shelf-level signs, mall signage, and more. Navigating the vibrant and colourful retail environment posed a constant challenge in designing signage that could both stand out and complement the products it aimed to promote.
Collaboration with Mastermind Toys' merchandising and product teams was integral, ensuring a comprehensive understanding of each product's positioning within the store. This partnership guaranteed optimal placement for signage, striking a harmonious balance between visibility and alignment with the communicated product.