Pokémon 25th Anniversary

Washington, D.C.

2020-21

In collaboration with Neal Ashby of Ashby Design, I developed a proposal for Pokémon International (TPCi) that celebrated the brand’s 25th anniversary while exploring opportunities for growth through limited-edition, collectible product design and cross-branded campaigns.

Our concepts centered on Pikachu as a global icon of pop culture, using its universal appeal to imagine new narratives, merchandising, and co-branded experiences. The work emphasized exclusivity and high-end, bespoke treatments, aimed at expanding Pokémon’s reach to a broader audience while maintaining fidelity to the brand’s core legacy: collectibility.

By proposing campaigns and limited-edition products with dimensional depth, the project illustrated how Pokémon could engage both longtime fans and new demographics, offering opportunities for increased visibility, cultural relevance, and enduring brand resonance.

  • An image of Greenspacing.

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  • An image of Greenspacing.

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  • An image of Greenspacing.

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  • Collection of yellow and black merchandise featuring Pikachu from Pokémon, including a yellow hoodie, a yellow beanie, yellow slip-on shoes, and a black t-shirt with Pikachu graphic.

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  • A watercolor and ink sketch of Pikachu, a yellow Pokémon with red cheeks and black-tipped ears, standing on a white textured background.

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Stacked yellow Pokémon themed T-shirts with Pikachu's face and red cheeks, with different colored skateboard decks featuring Pikachu illustration, and a black T-shirt with Pikachu design, all on a yellow background.
Collection of Pokémon-themed merchandise including a yellow toolbox with Pikachu graphic, a small yellow box with Pikachu illustration, a t-shirt with a yellow curved line and red dot design, a red book titled 'Pokémon', a black book titled 'Pokémon'
Design layout for e25 Pokémon product with large white text on dark gray background, showing multiple small copies of the package featuring Pikachu's face in black, yellow and red, with product code Y96.V21 and some placeholder text.
A yellow skateboard helmet with a black smiley face with red blush on the cheeks, placed on a white surface against a plain gray background.
Collection of yellow Pokémon-themed merchandise including face masks, T-shirts, skateboards, a carrying case, and a notebook, all featuring Pikachu.
Image of yellow face mask with black Pikachu face outline and red cheeks, black text showing 'é25 Pokémon', and a black T-shirt with white text listing several Pokémon names including Pikachu, Charizard, Gengar, and Arcanine.

Case studies

  • Monster

    MLK Memorial Library, Washington DC

    Monsters with Mies van Der Rohe.

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  • An image of Sheryl Crow Tour poster

    Sheryl Crow: World Tour branding 2024-25

    Handcrafted type for world tours 2024-25

    >
  • A white vinyl record and album cover with a black background and a small blue butterfly on the cover, titled 'SweetTides' by Thievery Corporation.

    ThieveryCorporation

    Fly through deep space & the subconscious

    >
  • Colorful skateboard deck with the black text 'Pkmn' on a white background and Pikachu and other Pokémon characters illustrated in vibrant colors on the right side.

    Pokémon America

    Celebrating 25 years of Pokémon in limited edition.

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  • Balloon dog.

    Jeff Koons

    Balloon Dog advocates for literacy education

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  • Compiler

    Tech. Policy. People.

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Contact

We welcome collaborations, commissions, and conversations. Whether you’re a brand, institution, or collector interested in Matthew Curry’s work—or simply curious to learn more—please reach out. The studio is based in Washington, D.C., and works with clients and collaborators worldwide.