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Rebranding Santa Claus Illustration

Rebranding Santa – Part 1: Creative Brief

Post Series: Rebranding Santa

I’m often asked what my process is for developing logos and brand identities. Instead of showing you through past projects, I’m going to be working through a ‘mock’ brand identity from start to finish. Since it’s December, I figured what better topic to use for the study than Christmas? It’s settled, I’ll be rebranding Santa Claus! Follow along each week as I dig into each section of the brand development journey – starting with The Creative Brief.

Step 1 – we need a creative brief to work from. Generally this would come from the client, but ol’ St. Nick is swamped this time of year so I’ve taken the liberty of writing my own:

The Creative Brief


Santa Claus – CEO, Kris Kringle


In an oversaturated toy industry, the Santa Claus brand has seen a year-over-year decrease in believers. Brand recognition is at an all-time low and Santa is no longer considered to be the industry leader in the manufacturing and delivery of consumer products. The brand is getting a reputation for being old-fashioned and behind the times.


To reinstate belief in the Santa Claus brand as an industry leader and increase the overall social following.

Target Audience:

The primary target audience is millennials, aged 18-32. This is the next generation of parents who will be shaping their children’s belief systems over the next 10 years. They are educated, technologically savvy and live an on-the-go lifestyle. Efficiency, quality and a strong social media presence is something they have come to expect.

Now that a brief has been established, we’ll be moving on to Part 2: Concept Development, which covers the research, brainstorming, and drawing techniques that lead to the initial round of concepts.

Grant Burke

Grant is a freelance designer and illustrator, born and raised in the Toronto area. He has worked with clients from around the globe and focuses on building unique brand identities and developing illustrations for product packaging and apparel.

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