It was the Hasbro Gaming Franchise Team, in Pawtucket, RI, with a mission: rebrand the iconic Clue/Cluedo game with modern characters, an immersive design, and deeper stories that perfectly poise Clue to become Hasbro’s next franchise game.

Based in consumer insights, this rebrand left no stone unturned, from the global storyline evolution (past, present, and future) to characters, weapons, and the mansion. By listening to what consumers loved about the brand, the essence is untouched while diversity is added, depth of story is revitalized, and the characters are modernized and poised for a new generation.

Involved in the rebrand from ideation to package release, I was able to work directly on:

• Holistic Clue narrative (story, background, personas, etc.)

• Logo redesign

• Color palette and typography

• Character redesign and development

• Mansion and weapon redesign and development

• Global guide and toolkit creation