Brand identity and style guide for the biggest new kids show of 2016
Key Facts >
PJ Masks tells the tale of three 6 years olds who, disaffected by the injustices in their city, transform into crime fighting superheroes at night. They do this harnessing the power of magically transformative pyjamas, naturally.
Conor, Amaya and Greg, or Catboy, Owlette and Gekko (as their adversaries better know them), will take on any puzzle and perp to keep their city safe from the spill of night’s corruption. Their superpowers of strength, stealth and…stickiness make them formidable agents of the good fight, feared by all the underworld’s criminals.
We were tasked with building a cohesive, consolidated brand experience that was resonant across digital, experiential, promotional, retail and advertising. We also worked to create CG animations and poses of the PJ team. It was important to empower pre-school kids to want to explore the world of PJ Masks and communicate the fact that it’s suitable for the target audience.
Our identity was implemented within every toy store across the world, as our look and feel set the tone for one of the most successful new kid’s IP’s in 2016.