CLIENT: Toys“R”Us
PROJECT: FAO Schwarz
STRATEGY: Transformation

To restore this legendary toy company's magic, we designed an iconic "Wit" symbol, signature style & systems to communicate the brand's luxury positioning, treasured history, joyful zing & universal appeal.

• Strategy
• Architecture
• Naming Systems
• Signature Systems
• Identity Systems
• Packaging System
• Structure System
• Product Development
• Signage System
• Environmental Design
• Communications
• Guideline Systems
• Merchandising