Disney / Uniting the universe
Led a team to unite Disney's brand constellation in the public sphere after internal attempts faltered. Developed the MyDisney platform by focusing on core purpose and audience desires, revolutionizing how guests experience Disney's entire entertainment universe. The solution boosted consumer trust 4% across all properties and became the key factor enhancing Customer Lifetime Value.
For over two years, I oversaw research, held work sessions, and crafted creative strategies to decide how and when to brand and roll out this experience.
I then mapped the user journey to see how the Disney brand could influence expectations and experiences.
Sign-up/Login
Set expectations by using the brand to deliver a clear message and explain why we are doing this
Account Management
Deliver on the promise of simplicity and ease through the development of key features
On-going relationship
As product development continues, leverage the brand as a proof point of future commitment.
The last piece was leading the Siegel+Gale design team to create a flexible yet strong MyDisney digital-first brand that fits seamlessly within Disney's powerful brand portfolio.
Fun fact about this project…
Avatars: The Only Place Elsa, Groot, and Darth Vader Get to Hang Out Together
If you've logged into Disney+, you've likely picked an avatar, choosing from magical options spanning Cinderella to Iron Man, Simba to Darth Vader. Disney guards their universe boundaries fiercely (you'll never catch a Stormtrooper photobombing in Toontown!), which makes this avatar playground revolutionary. By creating this one magical space where characters from every universe coexist, Disney+ delivers something uniquely personal, letting fans declare their Disney identity regardless of which galaxy, kingdom, or superhero universe they call home!
