MOONSPELL MAGIC by Monster High Brand Launch
Art Direction · Design · Branding · Brand Launch · Key Art · Social MediaTo launch Moonspell Magic by Monster High, we developed an entirely new brand identity that introduced the world, its characters, and visual language while remaining distinctly connected to the Monster High universe.
The project included brand foundations, voice, logos, color palettes, iconography, graphics, key art, product photography, merchandising concepts, and a comprehensive brand launch guide.
My role spanned art direction and visual development throughout the process—from shaping the creative vision and directing the photography to refining the identity system across every touchpoint.
The launch culminated with a pop-up event created by our UK team, supported by a social animation created to introduce the brand.
Social Posts
To introduce Moonspell Magic by Monster High to fans for the first time, the UK team and agency Backlash produced the brand's first launch event. Building from the brand guide we developed, we collaborated closely to provide creative feedback, tailor event assets, and shape interactive moments that reflected each witch's personality while creating an immersive experience for guests.
UK Launch Event
The Team
UK Event
UK Partners — Eirian Allen, Sarah Wheeler
UK Agency — Backlash
Event Space — Outernet London
Art Direction — Logan LeBuis
Creative Director — Ann Dang
Copywriter — Vanessa Passo
Brand Guide & Launch
Art Direction & Design — Logan LeBuis
Design & Guide Production — Jocelyn Alonzo, Hillary Cannon
Creative Director — Montana Rucobo, Ann Dang
Copywriter — Audrey Davis, Vanessa Passo
Doll Stylist — Audra Bennet
Photographer — Willy Lew
Doll Design — Glenda Chiu, Olivia Toriz