HOT WHEELS
2025 BRAND
REFRESH
The 2025 Hot Wheels brand refresh was designed to bring the heart-pounding energy of the track into every visual touchpoint. The goal was to create a dynamic identity that captured the thrill of racing, stunting, and crashing while honoring the brand’s iconic legacy.
APPROACH
CREATIVE DIRECTION & CONCEPT DEVELOPMENT
Inspired by the speed and spectacle of Hot Wheels play, we developed a design metaphor rooted in movement, impact, and immersion. I collaborated closely with our agency partner to art direct the key art creation, guiding the visual tone to balance legacy cues with a bold new energy. I sourced and optimized 3D models of signature die-cast cars, directing their composition to reflect the chaos and thrill of Hot Wheels in action.
EXECUTION
SYSTEM BUILDOUT & VISUAL APPLICATION
Once the hero visuals were finalized, I expanded the identity into a complete visual system across merchandising, digital, and retail assets. From typography and motion to layout systems and in-store graphics, every piece was designed to feel fast, loud, and full of life. The final brand guide served as a strategic and visual roadmap, ensuring consistency and excitement across every future rollout.