The American multinational decided to expand its presence in Mexico in partnership with the Mexican company VXT to create Hasbro City, an indoor park inspired by many of its brands.
The park's brand is made up of Hasbro's existing logo, to which we added the word “City” inside a frame that conceptually represents a map with its different neighborhoods. This diamond-shaped frame also comes from the Hasbro corporate logo.
A fundamental part of the visual expression is the colors, which, based on the tones of Hasbro’s iconic brands, reflect its fun and playful personality.
Typography is one of the most effective elements for expressing brand personality and unifying visual identity. Proxima Nova, Hasbro’s main typeface, is the one we used for communication.
Inspired by the divisions of the frame (the city’s neighborhoods), we selected workspaces in colored zones that not only reference this city map, but also inspire the energy and fun experienced in the park.