Intro

ANCHOVY. was approached by Playmobil funpark Malta to improve their online presence and ultimately help increase reach and sales. More and more businesses are recognising the importance of a strong web presence even with such a reputation as Playmobil, so we went guns blazing with this project to make sure the expectation of such an iconic brand does not disappoint; here’s what we did:

Initial Phases

Site visit

We first went to the Playmobil funpark Malta, to experience first hand what customers had in store when visiting. We took the tour of the factory, saw how playmobil are made and even assembled some ourselves, as well as all the other amenities offered to customers. We took photos of our journey and really tried to put ourselves in the shoes of a playmobil buyer, so that we could help their online presence give the same experience they do offline.

Design

We started by creating assets from which we could later expand and create landing pages and social media artwork. Being a global brand we fed off the mother brand guidlines and tweaked them to our needs by being selective with our choices, keeping things fresh and modern but also having that classic playmobil playful touch. This gave us a way to both communicate clearly as well as have that young appeal and move things forward for the brand.

Wireframing

The core of the campaign was creating landing pages to be able to communicate specific pieces of information to the end user as well as be able to take an agile approach and try different iterations so that our solutions could grow and learn from previous versions. We wanted to detach from the overload of information one finds on mother sites and really provide a streamlined experience, with a core goal in mind. These varied from sales of products to getting people to the fun park, and always with a light-hearted, narrative-based approach.

Website

User Experience

We wanted the landing pages to feel organic, and draw users into the experience rather than lay things out in a linear fashion. Playmobil is about imagination, so we wanted to take that and instill it into our solutions so that even parents could feel the kid inside them again. The detachment from what people come to expect from sites also benefitted the experience since users were more willing to be in a state of play and discover where it was the site was going to lead them. The trigger points for sales were not shoved in peoples faces, but rather underlined behind a narrative which we feel people appreciate more and more nowadays.

Design

The vast array of different themes in the playmobil universe lent themselves to a lot of variety in the exploration of design. The team really developed the style over time with each landing page whilst still keeping things coherent as a project as well as consistent with the playmobil brand.

Campaign

Social Media

Being an old building with lots of history we had a lot to draw off and we tried to find as many visual cues as we could to find the right mark for the brand. We told the client to scavenge for old photos and stories that they remember from the place from when they were younger, and the reference materials showed various graphical symbols on the facade of the building, which developed into decorative marks and later influenced the brand monogram.

Buzz Generation

We also drew inspiration from the client’s memories and experiences in it as an old house when they were a kid. The memory of a lion statue was one which resonated and which we felt could have something interesting to play with. These lion statues are ubiquitous and found all over Malta and Gozo, and they also reminded us of another very common visual in the Maltese Islands which are the ornate door knockers Being in close view of the old Citadella we looked at various shapes and structures from it, particularly the various clocks found in it.

Conversion

Being an old building with lots of history we had a lot to draw off and we tried to find as many visual cues as we could to find the right mark for the brand. We told the client to scavenge for old photos and stories that they remember from the place from when they were younger, and the reference materials showed various graphical symbols on the facade of the building, which developed into decorative marks and later influenced the brand monogram.

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