TRIXIE MATTEL
TRIXIE TV REBRAND
WE’RE ROLLING!
The 2024, Trixie’s team approached me with the opportunity to rebrand the Trixie TV Youtube intro/brand identity. The goal of the rebrand was to immerse Trixie/her viewers in an, early 2000s, Frutiger Aero-inspired digital world—complete with a new custom animated avatar for Trixie—and act a simplified hub for each category of videos she posts.
INITIAL DEVELOPMENT
Initially I went with a 1960s/70s TV inspired aesthetic to compliment Trixie’s mod-centric style, going for an elevated but playful vibe. My thought was that each category of video could be a different “channel” within the channel.
2026
Initially proposed static versions of the opener. Left took a more PBS inspired approach with proposed animated eyes versus the right version with the V forming into a heart.
FIRST ROUND
FIRST ROUND
Analogue storyboard.
SECOND ROUND
The second round of development pivoted to focus more-so on the creation of a hub/digital world inspired by playful, Frutiger aero meets 70s aesthetics that dominated digital spaces in the early 2000s. Additionally, Trixie proposed she wanted a digital avatar of herself inspired by video game characters from the time period.
Initial animation pre-actual animation. This version flip book version was created for Trixie and her team to approve general animation story, colors, etc.
ICON ILLUSTRATIONS
I created six categorical app icons to coincide with the different videos Trixie typically posts: makeup, gaming, toys, music, besties (for guests,) and “???” for anything that doesn’t fall into those categories.
During the opening sequence, the cursor that chases Trixie’s avatar throughout the rebrand graphics inevitably misses her and ends up clicking on the appropriate icon that coincides with the video being watched (i.e. if Trixie posts a makeup video, the makeup icon will be selected at the beginning of the video.
Final version of the opening title sequence. There are six different versions of the sequence with each one using the cursor to select a different categorical icon.
FINAL OPENING SEQUENCE
PRODUCT POP-UPS + LOWER THIRDS
FINAL ENDING
SEQUENCE
There are eight different versions of the end title sequence, each one can be swapped in to correspond with one of the opening title sequences. The end sequences all feature Trixie’s avatar—designed to be easily animatable and customized to wear any look—doing a different activity related to the video’s category.
Each of the above animations is swapped into the end title sequence. I wanted to drive home the idea of this being a digital world the Trixie avatar resides in so she can basically do anything within the “UI” of her world (ex. conjure a popup window to change her makeup,)
WE’LL BE RIGHT BACK + WE’RE BACK TITLE CARDS
Both of the sequences carry though the narrative arc of Trixie being chased by the cursor—in this case it picks her up and is seen dragging her to the trash, She is seen chasing it back in the following sequence.