Mall Madness Brand and Package Refresh

Refreshing Mall Madness meant reintroducing a beloved ‘90s icon to a new generation while preserving the personality that made it unforgettable. The design needed to feel vibrant, fashion-forward, and aspirational—yet streamlined for contemporary play patterns.

I led the creative evolution of the brand, reimagining the visual identity and branding, board design, and character development to reflect a more inclusive, modern shopping experience. I developed concept and art directed illustrations and graphic elements to balance nostalgia with relevance, carefully refining color palettes and typography to feel current without losing charm.

The board system required thoughtful redesign to improve navigation and gameplay clarity. Every touchpoint—from electronic components to packaging—was aligned under a cohesive creative vision that celebrates self-expression and playful competition.

The refresh honors the spirit of the original while delivering a polished, contemporary experience designed for today’s players.