The problem
While at Matchbox under Mattel, I took over the global packaging portfolio and saw an opportunity to breathe new life into the youthful-skewing brand. The United Alliance sub-line needed branding that could feel bold, distinctive, and ready for global scale—yet still retain the playful, collectible spirit of Matchbox.
The objective
My goal was to create a powerful visual identity and packaging system for United Alliance that elevated each vehicle’s “elite team” narrative, while ensuring cohesion across hundreds of unique packages. The design had to resonate with kids, stand out on-shelf, and scale globally.
The result
The refreshed United Alliance line delivered standout visuals and strong brand architecture: packaging and branding that made each piece feel part of a premium team-based collection. As part of the overhaul, models clearly marked “UA” in the tooling database reflect the strength of the system and indicate deeper numbering and identity consistency across the line.
