Sesame Street global brand and promotion graphics toolkit

Project Goals

As Sesame Street continued its international programming expansion they needed a new graphics package that was easy to version for different regions and feature their muppets in a unique way.

Joseph’s design approach was to focus on the iconic shapes and textures of the Sesame Street puppets. The promotional messaging was wrapped in these creative croppings and furry backgrounds. The design package was then extended across multiple international regions.

CLIENT:

AGENCY (Formerly Stun Creative):

Sesame Street broadcast design toolkit with Elmo and All New Season

Sesame Street promo toolkit design with the feathers of Big Bird

Sesame Street broadcast design toolkit with Grover and Tune In

The creative approach

The design approach was to focus on the up close personality and hug-ability of the iconic muppets like Grover, Ernie, Bert, Big Bird, Oscar the Grouch, Cookie Monster and more. Through close up crops and typography nestled into their fur a tactile and personal design package was achieved.

Broadcast branding Sesame Street toolkit design with Elmoh and New Season

Style guide

The master color palette was developed to work with a wide range of muppets. Each international package was then narrowed down to a set of complimentary colors for each franchise. The typography guidelines needed to remain simple, fun and bold considering there would be a wide range of languages.

#804AB8

#013E8A

#0CB3EB

#07ADCB

#76BE94

#ECF16C

#F9E13A

#FCA916

Sesame Street promo toolkit design with Bert hair

Sesame Street broadcast design toolkit with Rosita and New Episodes

Ahlan Simsim arabic graphic toolkit

The Ahlan Simsim Arabic package presented some unique design challenges with the reversed right to left layouts. Additional a new cast of muppets, Basama, Jad and Ma’zooza, needed to be more visible. A series of motion design sequences that moved from close up to mediums shots was developed to maintain the brand look while featuring the new muppets as well.

Ahlan Simsim Arabic design Package for Sesame Street with Ma’zooza and Cookie Monster

Ahlan Simsim Arabic design Package for Sesame Street with Elmo and Cookie Monster

Background design variation

I did an extensive design exploration of backgrounds from the simple to more complex. The goal was to give Sesame Street maximum flexibility moving forward. Starting with the basic color backgrounds I expanded on them using layers, fur and brand patterns.