CIRQUE DU SOLEIL
Consumer Product
Development &
Licensing Pitch
Cirque du Soleil is the most tranformative name in live entertainment, with a global legacy that celebrates both the authenticity and excellence of the brand. With over 10 million spectators per year, their spectacular and surreal live shows invoke the imagination, provoke the senses and evoke emotion through unique experiences that leave an indelible mark.
Cirque du Soleil came to CAA (Creative Artists Agency) when they wanted to bring the essence of their brand to life beyond the realm of their shows. Our vision - to extend the the uniquely admired and desirable brand into a new world of strategic categories, inviting loyal and future fans to enjoy the essence and spirit of Cirque to Soleil through lifestyle products.
As the Associate Design Director at CAA, I piloted strategy and product design and worked closely with CAA’s licensing team and Cirque du Soleil’s brand team to develop a pitch presentation for a licensing brand extension. We determined the brand strategy and and property themes. Conducted market, trend, and fashion research to identify product positioning and white space opportunities. And storyboarded a kaleidoscope of CPG products (home, fitness, apparel, kids, jewelry, stationary) while remaining true to the brand’s spirit, meaning, and colorful, whimsical aesthetic. Work included a 100+ page brand book and style guide and designs for over a dozen unique, fashion textile patterns inspired by the live shows' rich stories, costumes and sets.
