STAR WARS BLACK SERIES

TRADE DRESS

PACKAGING

ART DIRECTION

This collector’s line for Star Wars by Hasbro has a track record of being an evergreen property that guarantees high revenues year in and year out.

With that, a lot of eyes were focused on the redesign. Over the course of a couple of months I was able to create and present multiple pitches to the Hasbro leadership team, receive approval on concept and trade dress, identify a new illustration style with approval by Lucasfilm, and build a team of illustrators and designers to execute the rebrand across all touch points including packaging, licensing, and merchandising.

The project was labeled a huge success by all teams involved and remains a leader in its category.

Agency: Pilot Studio
Creative Direction: Bill Concannon
Art Direction/Trade Dress/Packaging: Tyler Poyant
Illustration: China Rocket, Anthony Feliciano, and Pilot Studio team