The retail branding for Star Wars, the #1 Boys Action brand in the world, has been in the trusted hands of Pilot for many years. As a creative partner to Lucasfilm, we have consistently created a visual presence on shelf that grabs the consumer’s attention with dramatic newness.
With brand heritage in mind, develop innovative key art and supporting graphic elements that will define the annual look of the brand. Secondly, write an instructional guide which directs the application of brand look onto the myriad of unique packaging structures, merchandising campaigns and retail environments.
Getting to Work
Work begins with research into competitive sets and upcoming theatrical releases, Pilot determines the brands color, and design language while exploring key art potential. The key art explorations begin with pencil sketches and creative back and forth discussions with Lucasfilm. Former Lucas Licensing Director of Global Product Development Stacy Cheregotis said “we look to them (Pilot) for cutting edge design and creativity.”