The old cardbacks had hundreds of skills, some assigned to only one character and some no longer relevant to a modern world. After that… well, after that it was a bit more of a marathon. The solution for our iconic brand? Icons.Īlignment from high up was quick: icon system, go. Joe and flesh it out across our deep roster of characters. If fans already understand systems like tech trees and emojis, we can make a unique, ownable system for G.I. Joe isn’t verbal or text-based, but visual. Maybe, we thought, the way forward for G.I. How we communicate has changed, shifting towards a visual shorthand that streamlines our everyday communications. We see tiny icons dozens of times every day when we open our phones up, and we communicate with emojis that represent everything from our mood to our food preferences. A modern consumer – kid or fan – is much more fluent in the terminology and symbology of video games than even just ten or fifteen years ago.
#GI JOE CLASSIFIED FILE CARDS SERIES#
It became clear pretty quickly that there were two related traits of the brand that we absolutely wanted to hold onto: the range of different characters, each with their own skills, equipment and colorful (sometimes literally) design, and the emotional, personal, dynamic way that kids and fans engaged with the characters through the old dossier cards.Īs discussions continued, and as the product lines that became Retro and Classified Series started to take shape in our minds, we began thinking about how modern kids communicate now. Joe brand that it had to be in every single version?
What were the weaknesses? What worked? What was so important to G.I. To get the conversations going, we held a big summit that brought together a lot of team members, where we asked hard questions about where the brand had been and where we wanted it go. Joe back and we started talking about how we would do it. We decided about four years ago that we wanted to bring G.I. Joe brand and will serve as our guideposts for how we develop Classified Series content in the future. Joe Classified Series, which is threaded throughout the relaunch of the G.I. This is the story behind the icon system on the G.I. That means different things in different times, and as we set out to tackle what it means 2020 and beyond, we ended up taking a journey through the history of the brand itself, and what it means to be G.I. Joe brand since the 1960s, our number one goal has been to connect with the fans of the era in a way that inspires their imaginations and calls them to adventure. Joe is a name steeped in history and nostalgia here at Hasbro and with our fans throughout the world.
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