Island Tower At Disney’s Polynesian VIllas & Bungalows
Brand identity, voice, and launch campaign
The Challenge
Disney Vacation Club was adding a new tower to Disney’s Polynesian Villas & Bungalows and needed a brand to drive interest in staying there. It had to make the tower the news, sit comfortably beside an iconic Disney resort, and celebrate the stories and cultures of Polynesia in a modern way.
The Idea + Brand Identity
“The Spirit of the Islands. The Heart of the Magic.” A tagline that helped us communicate that the island spirit lives in the theming, and the heart of the magic is the location, just a monorail ride from Magic Kingdom Park. Our logo and custom pattern leaned into the the triangle motif inspired by the Great Ceremonial House’s architecture, with nods to Seven Seas Lagoon and Disney magic. I wrote the tone, voice, and boilerplate in three lengths, with naming and cultural language guidelines for every team using the brand. We worked closely with cultural experts and Disney Imagineers throughout conceptign, development, annd production phases.
How It Came to Life
I concepted, planned, and led two shoots alongside my art director partner, one before the Resort opened and one after, both capturing b-roll and stills. I chose and hired the director, worked with closely with production teams throughout shoot planning, and developed unique scenarios for each space and family. The goal with each shot was to show a DVC-specific stay with home-like amenities that is clearly Disney, and not a generic hotel.
Client: Disney Vacation Club
Agency: Dentsu Creative + Disney’s Yellow Shoes Creative Group
Pre-Opening Shoot: Spencer McDonald + Art Class
Grand Opening Shoot: Mindcastle Studios
STYLE GUIDE SNAPSHOT
Sizzle
Product Brochure
