Hasbro: SDCC 2024
In 2024 Hasbro asked How can we make our presence at SDCC more cohesive and engaging in this new post-COVID lockdown landscape.
We responded by stripping the booth down to the bones, building it back up with a unique and cohesive art style, tied directly to a story, that permeated every inch of the execution, and our presence at SDCC (and other events to this day).
Hasbro’s booth has always had competing priorities, every brand wants their day in the sun, this leads to a disjointed and chaotic space. This rebrand was a chance to get everyone on the same page, and tell a story that was uniquely HASBRO.
Role: Art Direction, Concept, Design, Execution
Partners: Gary Wild: Writer, Pat Dennis: Design, Emily Bader: Marketing
Illustrator: Tom Whalen
Welcome to Pulse World!
From Cybertron to a galaxy far, far away, Cobra Island to a rundown Tribeca firehouse, Earth-616 to the Forgotten Realms, a strange and insistent signal calls. Echoing throughout time and space, the Hasbro Pulse—the very heartbeat of fan engagement—is sending an invitation to Hasbro-owned and licensed brands.
None can resist.
This is not an intangible empire of digital shelves stocked with Hasbro product and littered with Buy Now buttons. This is Hasbro Pulse World, a physical manifestation of HasbroPulse.com, where the world’s biggest brands interact and play. This is the very hub of where we exist, a place for all ages and all levels of fandom, where fans can visit, explore, experience, and engage with our products. It’s an organic, character-focused ecosystem containing secrets waiting to be discovered at a self-guided pace. Fan-favorite characters and gigantic photo opportunities come to life in an immersive space created with the best of all worlds, connected as one universe under the Hasbro banner. Discover Pulse Points along the way for exclusive prize giveaways, current and upcoming product showcases, and much more! End your journey with a stop at the Hasbro Pulse Toy Store for the very best selection of toys and collectibles.
At the center of every universe, and in the heart of every fan, you’ll find the Hasbro Pulse.
Normally I would explain things, but the photos from the event do that better than I ever could.
All graphics, color, logos, user flow, badging, and sundry items designed by me and the team. Illustrated by Tom Whalen.
Copyright Hasbro 2024.
