Spongebob Positiv-tee Tootlkit

CP Style Guide Art Direction

Role: Art Direction & Design Development

Client: Paramount Consumer Products

Creative Director: Chris Groll

Design: Kendrick Kidd, Danielle Davis, Andrew Hudson, Mel Cerri, Tyler Pate

This style guide reimagines iconic SpongeBob quotes as bold, custom typographic designs—each tailored to reflect the voice and personality of the character behind the phrase. From SpongeBob’s contagious optimism to Patrick’s carefree logic, every graphic transforms dialogue into dynamic, character-driven visuals that blend type design with storytelling. A celebration of individuality, humor, and positivity through a distinctly Bikini Bottom lens.

SpongeBob SquarePants cartoon character pointing behind a display of colorful positive message t-shirts featuring slogans like 'What could be better serving up smiles?' and 'It's the best day ever.'
The image features characters from SpongeBob SquarePants, including Mr. Krabs, Squidward, SpongeBob, Gary, Patrick, and Sandy, on a bright yellow background. There is text that reads 'Introduction' and a paragraph about Positivity-tees celebrating 25 years of optimism with quotes from Bikini Bottom characters. Part of clothing items are also visible, including t-shirts in various colors.
Colorful graphic of a treasure chest filled with coins, with text that reads 'a five letter word for happiness money,' on a yellow background.
Yellow T-shirt with SpongeBob SquarePants themed design celebrating the best day ever, featuring cartoon-style illustrations of a pineapple house, fire, and colorful elements on a blue background with bubbles.
Light blue sweatshirt floating against a blue background with a colorful design and text related to Squidward from SpongeBob SquarePants.
Yellow hoodie with a colorful graphic design featuring a flaming torch, cheese, a microphone, and text reading 'Sweet' and 'Animator' on a blue background with white bubble illustrations.
Bright turquoise T-shirt with summer-themed graphic and text on a yellow background with water bubbles.
Colorful promotional graphic for SpongeBob SquarePants, featuring the phrase "I'm hotter than a Hickory smoked sausage!" with decorative flowers, flames, and a smiling sausage illustration. Small text at the bottom includes "Sandy | Pre-Hibernation Week | S2 EP7A".
An illustration featuring a pink hand with an extended middle finger, surrounded by purple and green abstract elements, with a green banner that reads "When in doubt, punky out."
Light purple t-shirt with a design featuring a guitar, flowers, leaves, and musical notes with the text "Everyone's Best at Something".
White T-shirt with colorful text and graphics, featuring a quote about behaving like a good noodle, and small decorative elements like stars, a cup, and a character with a smiling face, set against a teal background with bubbles.
Light blue hoodie with colorful text and graphics. The text reads: 'You’ll never get what you want if you don’t ask. If you’re always afraid to ask, people step on you.' and includes a small bee illustration, a yellow logo, and the text 'Plankton | Walking Small | S1 Ep188'.
Colorful illustrated quote from SpongeBob: 'You’ll never get what you want if you let people stop you.' with a cartoon brain in the center, lightning bolts, a small bug, and a SpongeBob logo, against a cream background.
Blue sweatshirt featuring a colorful graphic design with the text "What could be better than serving up smiles?" against a vibrant blue background with bubble illustrations.
White hoodie featuring colorful, beach-themed artwork with the text "Friends who do stuff together" surrounded by ocean and tropical elements, set against a light blue background.
Red T-shirt with colorful graphic and text reading 'What is today but yesterday's tomorrow?' on a yellow background with white bubbles.
Blue hoodie with colorful graphic design promoting the animated show "Squidward Fools in April" and asking if it's fun having fun.
Colorful SpongeBob SquarePants themed graphic with text "It's time to bring the underwater."
Bright blue T-shirt with colorful comic-style design and text that says Goodbye Everyone I'll Remember You All In Therapy, surrounded by retro graphics and text about algae and eco themes.
A person wearing a white t-shirt with a colorful cartoon graphic and the text 'Can't spell success without $$' on a bright orange background with abstract patterns.

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