Fireman Sam Style Guide

We designed a complete 27-page core style guide for Mattel’s beloved property Fireman Sam, establishing a cohesive visual framework for the brand. The guide included full packaging design, product mockups, character usage rules, logo applications, colour systems, and layout structures to ensure consistency across all consumer products. Our work provided a clear and comprehensive toolkit for licensees, helping maintain the iconic look and feel of Fireman Sam across global merchandise and marketing materials.