Mattel

content altered for confidentiality

Mattel | Proposal Design

A story-driven proposal uniting two brands through play and purpose

This proposal was developed as part of a confidential RFP response from Cushman & Wakefield to Mattel. The concept, titled “Pioneering Tomorrow’s Playtime,” celebrates imagination, innovation, and legacy. It was designed to position C&W as a forward-thinking partner ready to help shape the future of play.

The visual direction brings together the best of both brands: the vibrant, nostalgic world of Mattel and the polished, strategic aesthetic of C&W. The result is a proposal that feels imaginative, sophisticated, and emotionally engaging.

Project Goals

  • Design a proposal that tells a clear story from beginning to end

  • Seamlessly combine the visual languages of Mattel and Cushman & Wakefield

  • Reinforce the theme “Pioneering Tomorrow’s Playtime” through concept and design

  • Create a piece that feels premium, balanced, and collaborative

Creative Theme: Pioneering Tomorrow’s Playtime

The proposal was built around a three-part story structure, each section representing a different stage of collaboration. This framework helped transform a corporate RFP into a narrative about imagination and partnership.

  1. Part One: Uno – The Foundation of Play
    The opening section uses Uno cards to represent the beginning of collaboration, where ideas and creativity start to take shape.

  2. Part Two: Barbie & Ken – The Human Connection
    The middle section features Barbie and Ken walking together, symbolizing partnership, teamwork, and the people who bring innovation to life.

  3. Part Three: Hot Wheels – Momentum and Acceleration
    The final section uses three Hot Wheels cars to illustrate movement, speed, and forward progress.

Throughout the document, additional Mattel toys were incorporated for visual balance and variety. These details helped maintain a sense of playfulness while keeping the overall tone refined and professional.

Design Elements

  • Layout structured around a clear, three-part narrative

  • Integration of iconic Mattel toys as symbolic and visual anchors

  • Use of the Barbie typeface in select headings to add a touch of authenticity and brand personality

  • Clean, modern typography throughout to balance creativity with clarity

  • C&W red paired with Mattel’s signature bold primary colors for harmony and contrast

  • Modular grid system emphasizing clarity, flow, and storytelling rhythm

  • Ample white space and intentional pacing for a premium, editorial feel

Deliverables

  • Full proposal layout and visual system

  • Thematic cover and section dividers designed around “Pioneering Tomorrow’s Playtime”

  • Custom graphics using Uno, Barbie & Ken, and Hot Wheels as storytelling elements

  • Adaptable internal templates for future use across C&W proposals

Outcome & Reflection

This proposal not only showcased creative storytelling and design strategy, but also helped Cushman & Wakefield win Mattel’s business. The integration of familiar toys made the concept instantly engaging, while the structured narrative and cohesive visuals brought clarity and impact.

Pioneering Tomorrow’s Playtime highlights how thoughtful design can bridge creativity and business strategy, connecting two iconic brands through story, emotion, and visual craft.