Client: Disney Parks

PlanDisney

The ask was to rename and rebrand the panel so all people of different ages, genders, and life roles knew they would get the help they needed when planning their vacation. The name at the time (Disney Parks Moms Panel) didn't feel inclusive and could easily seem like  a resource only for mothers with kids.

The process took over a year. During that time we tested many names, logos, and color palettes that aligned with the brand strategy. PlanDisney resonated best when testing the names with a global audience. Audiences also gravitated towards logo marks that were close to the current panel's logo. Seeing that there is brand recognition we could pull from, I went back and worked with the clients to produce a mark that felt close to what already existed and showed the shared conversation with Disney.

The start of COVID-19 occurred during the approval phase of this project. The project was brought in-house and modified by the in-house team. The version of the logo and brand guidelines above are what was created and provided by me before hand-off to client.

I have omitted and obfuscated confidential information in this case study. The information in this case study is my own and does not reflect the views of Disney Parks.