in-house mattel, inc
Selected trade marketing and retail design work developed during my full-time role at Mattel Chile, translating global brand systems into clear, consistent and production-ready materials for national sales channels.
CHALLENGE
Mattel’s campaigns followed precise global brand guidelines, but their physical execution was different in every department store.
Each retailer had its own spaces, display systems and technical requirements. In many cases, the final location or exact dimensions of the available area were not defined when the design process began.
This meant the work could not rely on simply resizing an existing asset. Each solution needed to remain recognisable as part of the global campaign while also being flexible enough to work within changing physical conditions.
SOLUTION
As part of the Trade Marketing team, I translated campaign master files and global visual guidelines into localized materials for the Chilean market.
My work included presentations, POS materials, in-store displays, signage and other offline marketing assets. Beyond adapting the visual design, I prepared final artwork and technical production specifications such as bleeds, colour profiles, dielines and paper weights.
Managing multiple deliverables in parallel required a balance of speed, precision and consistency. Each application needed to support the commercial objective while remaining recognisably part of the original brand system.
FROM DESIGN TO PRODUCTION
This collaboration often involved reviewing files, answering technical questions, incorporating production feedback and resolving unexpected issues before printing. Since the final spaces and measurements were not always defined at the beginning, communication with the printers was especially important to find practical solutions within the available time, format and production constraints.
