Wicked For Good
Following the huge success of the first Wicked film’s consumer products, we created a bold 100-page style guide for Wicked: For Good, transforming the magic of the story into fashion and lifestyle ranges. From high-street giants like Target and Primark to brand partners including Puma, the guide ensured every design felt fun, flexible, and ready to wear.
Our goal was to capitalize on the excitement of the first film’s products while creating a visual world that could delight returning fans and captivate newcomers. Every asset had to be retail-ready, versatile, and packed with character, balancing cinematic storytelling with commercial appeal, and primed for high engagement across diverse product categories.
Elphaba and Glinda sat at the heart of the system — two distinct worlds designed to stand alone or intertwine. Elphaba embodied boldness, darkness, and rebellion, while Glinda shone luminous, sparkling, and whimsical. Together, they captured the duality of the story — magic, power, and personality in perfect contrast
For Good blended these two energies, merging pink and green to celebrate their yin-yang relationship. Visually striking and emotionally balanced, it became the point where opposites met — a celebration of harmony through contrast.
Fellow Ozians drew on the film’s in-world propaganda — bold, graphic, and subversive, with a wink to Obey-inspired art — while The Ensemble expanded the world further, spotlighting the Scarecrow, Tin Man, Lion, and the iconic Yellow Brick Road leading the way forward.
The guide delivered a cohesive, playful brand world, praised by Universal for its depth, flexibility, and storytelling spark. It became a blueprint for collaborations that scaled from high-street to premium, inspiring fans and shoppers alike, while building on the proven enthusiasm and cultural impact of the first film’s merchandise.
Thanks
A big thanks to the team at Universal Pictures.
