American Girl’s rebrand is full of clever, doll-sized details

The moment Pentagram partner Emily Oberman’s team got the call that they’d be working on a brand refresh for American Girl, she says “a primal scream went through the office.” The designers, who were part of an all-female team for the project, were American Girl superfans. “I think that loves comes through in everything we made,” she tells Fast Company. For Zoom calls with the client, “the team all got their old dolls out.” The team’s main objective was to revitalize the beloved brand,...