The Barbie Project is an ongoing initiative to bright to light the importance playing with Barbie has on a growing child's creativity.

Assignment: Re-design Barbie's current Tumblr page to support The Barbie Project

Problem: Barbie's Tumblr was not engaging because it was treated as a brand dump.

Solution: Edelman proposed a more streamlined and consistent Barbie Tumblr that enabled both user generated content and stories promoted by Barbie to shine brightly.

With tight budget and time constraints, earlier concepts included a sideways swiping Tumblr experience that tiled inspiring content consistently.

Visit the final live site: