Universal wanted to extend their Jurassic franchise. So I researched and discovered, ahem, that girls like dinosaurs as much as boys but nobody was addressing the need. The next step was for me to create a girls' brand based on female empowerment and intelligence. The concept was accepted and turned into this pitch deck I wrote for a Universal x Athleta Girl collaboration.
Introducing the concept:
Product ideas and advertising:
Special Q2 product line in sync with Athleta brand DNA: