The Challenge

Analyze the history and cultural relevance of iconic cartoon Betty Boop, and create a brand strategy that ensures her legacy as a confident, multi-dimensional character endures.

The Result

A brand book, including a manifesto and positioning language, that proves Betty is more than just a sex symbol by reinforcing her aspirational characteristics—street smarts, self-assurance, and an interminable spirit. This book serves a guidepost for future cartoons, partnerships, and licensing activities. Read more about the project in SVA’s Visual Arts Journal, and view our collaboration with Woman’s Day.

Team: CJ Draper, Ryan Hausberger, Vanessa Machir, Lauren Vellek

Full text available upon request.