Simon Boniface / Creative

www.hotwheels.com

Creative Direction, Design, Illustration

As part of my 2 year residency as Exposure Creative Director for iconic toy brand Hot Wheels, I was challenged with creating an entirely new look across advertising, merchandising and packaging and create guidelines so tight you couldn’t drive a 1:64 scale Camaro through them.

The system needed to be flexible enough to work across all facets of the brand – pleasing both internal stakeholders and the hundreds of global licensees that produce Hot Wheels products.