monster: brand refresh
We dove into their past and present to identify our path forward.
In 1999, they created a mascot, "Trumpasaurus," as the primary element of the brand, acting as an employment specialist for job seekers to rely on.
In 2017 the brand killed Trumpasaurus and launched with a new Purple Monster, a friendlier, more approachable, modern mascot.
Over the next four years, in an attempt to move away from their impersonal veneer of the mascot, the brand fell into a full-blown identity crisis—
experiencing symptoms such as extreme purple fatigue, typographic psychosis, stock-photo-handshake-o-philia, and fear-of-not-being-as-cool-as-the-new-kids-so-let's-add-some-dots mania.