In need of a full identity system and media campaign, Toy Soldier identifies best with a rustic, retro, and muted style. Connecting with it's customers through a nostalgia theme, the company differentiates by appealing to both children and adults. Whether a toy needs repair or someone is looking for a long lost treasure, Toy Soldier is your trustworthy store. All of these characteristics were considered with each design and media asset creation.
Dynamic Mood Board
Toy Soldier Style Guide Website
The logo page covers allowable usage with color, size, and outline variations. It also describes what not to do with examples.
The graphics page covers illustrations, shapes, imagery, and textures. These elements can be copied right from the website is so desired. Otherwise, vector versions are available upon request.
Font usage should be strictly adhered to based on requirements listed here. Each font is provided for download with the down arrow link (to the right).
Everyone likes to see company specific assets. So, providing collateral and usage examples brings a certain realistic vibe to the business.
Overall, instead of a printed or PDF style guide, Toy Soldier opted for an online version. This allowed for fast updates and easier access to guidelines and the downloadable quick guide. Scrolling through the parts, all information is straight forward and simple to understand. Although a vintage toy company, it's important to keep with the times and promote the style guide elements digitally.
Logo Development
Every aspect was explored in the sketches. Many different toys were tested, along with old toy parts and pieces. Ultimately specific ideas were scrapped due to versatility issues. Others were crossed off based on peer feedback. Final concepts landed on the keys and gears.
Final round of iterations landed on exploration of gears, keys, and the View Master toy.
Unique Promotional Item
For the unique promotional item, a stylus pen with a spinning top cap will serve several purposes. First, the retro wooden top will give customers a fun toy to play with which also reminds them of simpler times from childhood. This would work off of the old fashioned and playful part of the narrative. Second, the stylus pen can be used on the Toy Soldier mobile application. Customers will be able to search for long lost toys, buy, sell and get quotes for restoring worn out and broken toys.
The stylus pen will neatly fit into the spinning top as a cap.
Built completely in 3d, the pen and spinning top were crafted to match the exact needs of Toy Soldier.
Guerrilla Marketing Tactic
Partnering with Toys for Tots; Toy Soldier will host a festival event at a local park where customers can donate toys. During the event, life-size soldier statues will be wheeled in and placed throughout the park. Patrons will mill around the festival, checking out different booths and learn about the Toy Soldier and Toys for Tots partnership. Vintage military music will begin playing and moments later a biplane will fly overhead with a banner message that incorporates the usage of the hash tags #DonateAToy and #RestoreMemories; a campaign that encourages viewers to give broken or worn out toys to Toy Soldier. Coinciding with the fly over, the once stoic life size toy soldiers all begin moving, dancing, and marching is if being woken by the music and plane. This will shock and surprise the patrons as the toy soldiers were thought to only be statues, not real people!
Scene 1: Donate your toys for repair and fund raising. Browse the booths, take pictures with statues, volunteer, and participate in fun events!
Scene 2: The event just got interesting! Once music starts to play, the soldiers came to life. Dance and take pictures. Have a great time!
Scene 3: Show your support by promoting on social media. Toy Soldier and Toys of Tots appreciate your help!
Connected to the park event, several life size statues will be placed around the city with selfie opportunities. Additionally, promotional toy parachute soldiers will be given away at the store location.
Radio Spot
TV Spot Animatic
