Case Study 003 → Disney+
Translating legacy storytelling into a modern streaming platform.
While on staff as a copywriter and strategist at Trollback+Company in 2019, I worked on the team that developed a powerful, unfied brand strategy, design system, and voice for the iconic Disney+ streaming platform, beating out dozens of award-winning agencies in a pitch centered around the craft, artistry, and innovative animation techniques central to Disney’s legacy. My contributions included:
– Writing up pitch materials and design directions intended to “sell” the visual story and strategy that won us the project
– Ideating taglines, mission statements, voice tenants, and brand promises to inform platform UX copy, advertising, and digital/social content across platforms
– Editing/proofreading style guide, brand guide, and animation toolkits designed for a variety of Disney’s international teams and agency partners
– Conducting several ad-hoc naming exercises for key platform/promo products, including “the Disney Bundle”
Insights: This was one of the most complex and high-impact branding and design projects I’ve had the opportunity to work on. It deepened my understanding of just how precise and intentional content toolkits need to be when supporting a globally recognized and emotionally resonant brand like Disney. Every element—from the tone of a single line to the structure of a full content system—had to be crafted for clarity, consistency, and scalability across diverse IP, audiences, and markets. It was a defining project early in my career, where I worked closely with some of the industry’s best in creative direction and brand strategy. The principles I learned here continue to shape how I approach brand systems and storytelling frameworks today.
Impact: Production of over 300 pages of branding/visual materials, including 1 brand strategy, 1 design strategy, 1 visual identity, and a multitude of motion guidelines, animation toolkits, and beyond — resulting in 3 call-backs for follow-up Disney+ projects at the studio.