For many of us who grew up in the 90s, the American Girl catalog was a coveted treasure that arrived in our mailboxes, sparking imagination and desire. The iconic brand represented more than just a doll – it symbolized a rite of passage, personality, values, and identity. While our childhood dolls may be stored away, American Girl remains an integral part of our cultural heritage, adapting to the needs of modern children while retaining its nostalgic appeal.
American Girl’s Strategic Rebranding Initiative
In a strategic move to reconnect with millennial parents and contemporary consumers, American Girl has undergone a thoughtful rebranding, entrusting the esteemed design firm Pentagram with the task. The objective was clear: to strike a balance between evolution and revolution, honoring the brand’s rich history while illuminating its bright future.
Emily Oberman and Pentagram’s Creative Direction
Under the creative direction of Partner Emily Oberman, the Pentagram team successfully refreshed the American Girl brand, infusing a modern aesthetic while preserving the essence that endeared us to the brand in the first place. This revitalized look and feel ensures that American Girl will continue to inspire new generations of young minds, while maintaining its status as a cultural touchstone that transcends time. Join us as we explore the fascinating story behind American Girl’s transformation, a testament to the power of thoughtful design and branding.
