Lottie Dolls

Brand Positioning, Brand Identity & Tone of Voice

Lottie is a different kind of doll, inspired by real kids. Lottie is based on the proportions of a 9 year old, making it the perfect alternative to the glamazon dolls on the market. The brand has developed a range of dolls that live up to the brand line I wrote: Be bold, be brave, be you.

I developed the brand story, positioning and tone of voice, and then oversaw the design and graphic elements for the brand. The tone of voice required careful handling. I successfully separated the parent brand voice from Lottie's own voice - each aimed to deliver different information and to appeal to mothers and their children without jarring or compromising the communication.

The design work fed into the packaging, exhibition stand, website and literature. I also wrote and recorded a brand song for the commercial with Richard Northen at Richard James Music.

Since launch in 2012, Lottie has become a best-seller with a worldwide following, winning 35+ awards and even spent 264 days in space on the International Space Station. The brand is deeply involved in promoting diversity and inclusion, positive body image, innocent childhood, sustainability, empowerment and STEM education.