Be the Spark.

Where small ideas grow into confidence, expression, and a sense of self.

Brand History

American Girl uses storytelling to turn play into a tool for learning, helping young people explore identity, history, and human experience through narrative-driven characters and worlds.

WHO THEY DO IT FOR

The brand speaks to children, parents, and educators who value imagination as a pathway to understanding — audiences seeking meaning, not just entertainment.

WHY THEY DO IT

At its core, American Girl exists to build empathy through imagination, using story as a way to help young people understand themselves and others in a changing world.

Our Timeline

New Logo

Logo Variation

Redesign Process

Removing American during sketch development allows the design exploration to center on the brand’s primary subject: girlhood as a space of imagination, empathy, and growth. The sketches investigate how this core idea can function as a visual anchor before broader contextual elements are reintroduced.

Future Opportunities

Products

PROD_01 My Story Journal
PROD_02 Character Life Kits
PROD_03 Friendship Cards
PROD_04 Studio Kit
PROD_05 Memory Box
PROD_06 Confidence Wear

Services

SERV_01 Coaching Sessions
SERV_02 Mentor Match
SERV_03 Personalization Bar
SERV_04 Writing Academy
SERV_05 Confidence Classes
SERV_06 Story App

Experiences

EXP_01 Traveling Pop-Up
EXP_02 Confidence Lab
EXP_03 Be the Hero
EXP_04 Day in My Life
EXP_05 Story Showcase
EXP_06 Story Studio

Deliverables

  • My Story Journal

    A space for reflection, writing, and personal storytelling.

    The My Story Journal sits within everyday spaces, offering a consistent place to write, reflect, and begin shaping personal identity through storytelling.

  • CHARACTER LIFE KITS

    Exploring identity through story, character, and lived experiences.

    Character Life Kits introduce narrative worlds through dolls, books, and objects, creating an entry point for exploring identity through story and lived experiences.

  • BECOMING ME MEMORY BOX

    Collecting moments that shape identity over time.

    The Becoming Me Memory Box holds meaningful objects, notes, and images, creating a physical space where personal stories and milestones are collected over time.

  • GIRL Mentor Match Program

    A mentorship program connecting girls with role models.

    Matches girls with mentors who provide guidance and support, encouraging growth through shared experiences.

  • GIRL STORY APP

    A digital timeline for capturing and revisiting personal stories.

    The GIRL Story App organizes journal entries, voice notes, and images into a timeline, making personal stories accessible and visible across time.

  • GIRL MENTOR MATCH PROGRAM

    Building confidence through guidance, connection, and shared experiences.

    The Mentor Match Program connects girls with mentors in supportive, real-world settings, creating space for guidance, conversation, and shared storytelling.

  • BE THE HERO OF YOUR STORY

    An immersive experience centered on choice, voice, and agency.

    This immersive experience places girls inside interactive story environments where they actively shape outcomes through decisions, actions, and participation.