Tales of TMNT CP guide

CP Style Guide Art Direction

Role: Art Direction & Design Development

Client: Paramount Consumer Products

Creative Director: Chris Groll

Design: Analogue, Tyler Pate

Created to support the Tales of the Teenage Mutant Ninja Turtles series, this global style guide establishes the creative tone and visual direction for the franchise across all consumer product touchpoints. It includes a full suite of assets—from packaging elements and logo treatments to character art, graphics, and layout systems—designed to capture the show's unique energy, storytelling style, and visual identity. This guide sets the foundation for consistent, expressive, and on-brand product development worldwide.

Colorful illustration of Teenage Mutant Ninja Turtles characters in action, with the title 'Tales of the Teenage Mutant Ninja Turtles: Series Style Guide' in graffiti style on a urban backdrop.
Graphic content list on torn paper with graffiti and brick background, titled 'Contents'; includes two columns of topics numbered 03 to 61 in green highlighted areas.
Handwritten note on a paper taped to a brick wall with green graffiti accents, titled 'Overview,' discussing Teenage Mutant Ninja Turtles franchise and related details, with highlighted sections labeled 'Categories' and 'Target Demo.'
A graphic displaying four different font styles with sample texts and URLs for each font, titled 'FONTS' on a torn paper background with a brick wall and green border.
Street art style poster showing color swatches with dripping paint, each in a circular design, labeled with color codes and names, arranged in a grid on a white torn paper background, bordered by a red brick wall and green border.
A colorful illustration of the Teenage Mutant Ninja Turtles with the words 'Ninja Power' in bold letters behind them.
Young woman with green hair wearing a colorful T-shirt and a multicolored crossbody bag standing against a graffiti-covered wall with brick and paper textures.
Four Teenage Mutant Ninja Turtles characters holding weapons and pizza, in front of graffiti-style background, with the New York City skyline in the background and the word "Patches" in the top left corner.
Colorful artwork of Teenage Mutant Ninja Turtles on torn posters against a red brick wall background. The left poster features the Turtles in action with a purple
Colorful graffiti-style artwork featuring the four Teenage Mutant Ninja Turtles in action poses, with a brick wall background, various tags, and street art elements.
A poster featuring animated animal characters with the words 'Hysterical Animalz' in large purple text; the characters include a crocodile, dog, frog, lizard, and others, all in a cartoon style with a dark background.
Young man with a smirk, wearing a red, black, and white graffiti-patterned hoodie, standing against a white brick wall.
Colorful illustration of two Teenage Mutant Ninja Turtles in ninja poses in front of a red graffiti-style logo.
A group of Teenage Mutant Ninja Turtles on a city rooftop at night, with graffiti, brick wall, and city skyline in the background, featuring the title 'Defenders of the City' in colorful graffiti style.
Two posters featuring Teenage Mutant Ninja Turtles with graffiti style artwork, graffiti tags, and urban graffiti background.
Graphic featuring four graffiti-style logos of music bands or albums under the heading 'Type Treatments' against a brick wall background. The logos include 'The Purple Dragons', 'Mothmanatics', 'Metal Head', and 'BisHop and the mechazoo.'
Graffiti-style drawings of video game titles on crumpled paper, including 'Defenders of NYG,' 'Turtle Power,' 'TMNT,' and 'Knocking Shell,' with a brick wall background and green border.
Black and white graffiti-style illustration of Teenage Mutant Ninja Turtles characters in action, with some highlighted in bright green, holding weapons, and standing on brick walls and rubble.
Street art featuring Teenage Mutant Ninja Turtles in various colored posters with graffiti and signatures.

Teenage Mutant

Ninja Turtles