LITTLE STARS
Baby retail line pitch
Paramount, a Skydance Corporation, had the opportunity to pitch a Paramount-branded baby clothing campaign to the UK’s largest retailer of licensed character clothing, Character.com at Brand Licensing Europe 2025. The line would go to feature IP’s: SpongeBob SquarePants, Top Gun, Teenage Mutant Ninja Turtles, and PAW Patrol. The design brief requested deliverables to be placed in-store and online, including wardrobe signage, window banners, desktop and mobile solutions.
The main design challenge was finding the right balance of Paramount’s eccentric, pop art-inspired branding and the traditionally soft look for baby brands. This process began with creating campaign logo lockups, ranging from Paramount to baby-centric look. After multiple rounds, narrowing it between two options for the pitch, this final solution is undeniably Paramount, and works as a great system to easily replace FPO images with real clothing shots once approved for production.
LOCKUP EXPLORATION
THE RUNNER-UP
Secondary Campaign Design
Throughout the process, two distinct design directions were developed, and the internal business team went back and forth when deciding which system to present for the BLE pitch. This concept ultimately became a close second—an equally strong and flexible design system that allows for easy swapping of FPO with updated character art and photography as the campaign evolves.
This system leaned more heavily into Paramount’s established visual language, delivering an overall softer, more “family-forward” feel inspired by printed photography. It brought multiple IPs together through a classic Paramount approach, featuring untouched Paramount stars and a richer use of branded color. While these elements were successful, option one was ultimately selected for final execution due to its greater flexibility and its more distinct, uniquely “baby” design sensibility.
