Much of Playboy’s visual DNA comes from the magazine, which closed in 2021. As Playboy transitions from an editorial platform to a consumer brand, and shifts from print to digital, Decade was asked to craft an evolved identity to meet these new challenges.
Decade created a new brand identity for Playboy, built around its iconic original logo. We developed brand guidelines, design templates, and two campaigns to launch the refreshed brand in Fall 2022.
Type Foundry: Commercial Type
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Positioning the Bunny Suit as the ultimate Halloween costume, we created Playboy’s Halloween campaign. Referencing classic thrillers and iconic spooky scenes, our bunnies are in on the fun.
Photographer: Emily Lipson
Stylist: Malaika Crawford
Hair: Edward Lampley
Makeup: Holly Silius
Set Designer: Ian Salter
Production: Wildcat
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We created Playboy’s Back to Campus campaign, showcasing apparel at a contemporary pricepoint for a customer new to the Playboy world.
Photographer: Grace Ahlbom
DP: Andrew Price
Stylist: Zara Mirkin
Hair: NERO
Makeup: Shayna Goldberg
Prop Styling: Ryan Reineck
Production: Wildcat
Illustration: Nejc Prah, Chris Harnan, Diandra Rebase
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Brand Identity
Brand Guidelines
Styleguides and Design Templates
Campaigns
What we did