The Opportunity
The Disney Interactive Guest Experience team had a solid, yet complicated customer service offering and toolset. They were looking to expand their customer base within the greater Walt Disney company as well as to other entertainment organizations.
The Solution
Develop a compelling branding identity, clear presentation materials and a visual design system for the existing Disney Interactive Guest Experience digital tools.
Role
Lead brand designer on the Brand Marketing team at Disney Consumer Products and Interactive Media.
Discovery
Our Disney Brand Marketing team partnered closely with the Disney Guest Experience Tools team. We held various brainstorm sessions and presented creative for each phase of our process with the entire team. Collaboration was key to better understand the complicated toolset and service offering in order to distill it down for their potential customers and users.
Product Overview
Together, we outlined the following overview of the service and product offering.
Competitive Advantage
Disney made for Disney products
Value Proposition
Elevated guest experiences through high-performing customer support tools and expertise for Disney products that deliver the Disney difference.
Key Features
Management of customer accounts
Product support
Product insights
Customizable tools
Customizable product owner dashboards
Brand Identity Concepts
Concept 1
Disney Lumière
Lumière, French for “light” and a supporting character in Disney’s 1991 film Beauty and the Beast. He is kind-hearted and quintessentially concerned with his guests. He, in fact, introduces the famous song “Be Our Guest”—an obvious association with this group’s desire to be famous for guest care.
Disney recognition through the character
Symbolic association with guest care
Language association with light
Concept 2
Disney Pulse
Pulse is a strong word, representing life and energy—the force behind the brand. It is associated with heart, an unwavering beat, the centre of it all.
Pulse has a very modern tech feel
Associated with strength, health, consistency
Concept 3
Disney Axis
(CHOSEN DIRECTION)
In math, the central line that bisects a two-dimensional body or figure—derived from the Latin “axis” which was the “beam of balance.” The symbolic connotation of the word implies an important intersection, like the team who will be intersecting between guest and product.
Strong word with a memorable “X”
The word’s meaning is literally intersection (like the purpose of the group)
Brand Promise
With the Disney difference, we deliver elevated guest experiences with a full-service array of high-performing customer support tools and expertise for Disney products.
TECH TOOLS
A diverse suite of cutting-edge tech tools that offer a 360-degree view of your customers. Be agile and innovative with real-time metrics and data.
DISNEY PROMISE
This suite of products is for Disney by Disney. Bottom line? We’re all in the same family. You won’t find another service that cares as much about your brand success as we do
Brand Tiles
Concept 1 – Bright
Concept 2 – Subdued
(chosen direction)
Icon Animations
Main icon
Tech tools icon
Disney promise icon
Tool UI Mock-ups
We partnered with the team developers and provided visual design and UX recommendations for the Axis digital tools.
Team t-shirts
One Sheet
Results
The Disney Axis team successfully pitched and secured new clients and launched an updated visual design for their customer service tool. The team was very happy with the results and consistently wear their branded team t-shirts.
“Keely was an inspiration to work with on our internal tool rebranding. She completely captured the essence of our system and was instrumental in putting together the branding and imaging that really resonated with both the engineers working on the product as well as the end users. Additionally, our client engineers enjoyed working with Keely so much they frequently sought her out to brainstorm other UI/UX ideas.
After our rebranding we were able to grow our user base ten-fold across the organization.”
Lessons
Close collaboration between the brand and product team is key to ensure clear, concise and correct information—especially when communicating complicated offerings and software tools.
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