Objective
Reimagine the Spirit Halloween brand to thrill horror fanatics and gothic families all year round.
Professor: Douglas May
Outcome
First, I reinterpreted Spirit Halloween as Spirit so that the name can apply to any of the four seasons. The idea is that stores would become a branded experience, where guests can still fulfill all their costuming needs, but also interact with a new line of macabre mascots. Jack, the company's infamous mascot, would need new friends to celebrate the other seasons– hence the idea for a “Spirit Squad” was born. These horror-themed characters are personifications of winter, spring, and summer. The illustrations take an Adams Family-friendly approach to appeal to the brand’s vast age ranges.
Responsive Logo
The sparkles in the logo are a graphic element that can be used as both a pattern and a signifier for the change of a new season. Storefront signs would also change seasonally and countdowns would advertise a new season to create anticipation. A portion of the interior store would rotate with new merchandise, mascot releases, and picture-perfect installations.
Macabre Mascots
The Spirit Squad would become one of the main attractions of the Spirit experience. These freaky friends will allow guests to connect to the brand in a new, immersive way by buying character-specific merchandise, taking photos with characters at stores, and interacting with different characters digitally.
For a better understanding of the Spirit Squad: Thorn is a mischievous baby zombie for spring, Slasher is a sleazy masked skateboarder for summer, Jack is reimagined as an aloof grim reaper, and Blizz is a fun-loving yeti. Having this line of friends opens the door for more characters to be developed and would allow Spirit to expand its universe.
