The Villas at Disneyland Hotel
Brand identity, voice, and launch campaign
The Challenge
Disney Vacation Club was bringing a new resort to the place where it all started, and it went on sale before the building was finished. The brand had to make people want to stay in a hotel they couldn’t see yet, and celebrate the artists behind Disney’s stories in a way that felt modern, not nostalgic.
The Idea + Brand Identity
“Discover Years of Inspiration” became the resort’s tagline and North Star. The hotel is a place inspired by stories, and one that will inspire Members’ own stories for years to come. My art director partner and I built the brand from the ground up: a logo with a pixie-dust sparkle at the center of a “D,” a palette that nods to Disney history, and a custom Mary Blair-inspired pattern that was used everywhere from the brochure to the live-streamed Grand Opening celebration. I wrote the tone, voice, and boilerplate in four lengths, with a voice that’s inspirational and celebratory, not nostalgic.
How It Came to Life
Alongside my art director partner, we planned two shoots, one before opening and one for the grand opening, with b-roll and stills, and made all the campaign collateral: brochure, digital and social, direct mail, and the D23 booth. We worked closely with Disney Imagineers throughout.
The Result
The day The Villas at Disneyland Hotel went on sale was the highest single day of sales in Disney Vacation Club’s history.
Client: Disney Vacation Club
Agency: Dentsu Creative + Disney’s Yellow Shoes Creative Group
Director: Michelle Craig
Production: UNIT9
