Disney+
Brand Identity
At Trollbäck+Company, we were the branding partner for Disney+ from launch through global expansion in 2022. We also designed the identity for Disney Bundle, helping Disney’s streaming services reach 235M subscribers in 2022 to outpace Netflix.
Brand Launch
In the months leading up to the launch of Disney+, we worked closely with Disney’s marketing teams to develop a flexible design system that could connect five beloved entertainment brands.
We established a dynamic visual thread inspired by the warm, hand-drawn curves of the original Disney wordmark—calling to mind the craft, artistry, and innovative animation techniques central to Disney’s legacy.
We built the system to function in both brand-forward and IP-driven messaging, multi-title and single-title marketing, and every digital and physical surface. We delivered a comprehensive style guide and animation toolkits, supporting implementation for all internal teams and agency partners.
Brand Launch
In the months leading up to the launch of Disney+, we worked closely with Disney’s marketing teams to develop a flexible design system that could connect five beloved entertainment brands.
We established a dynamic visual thread inspired by the warm, hand-drawn curves of the original Disney wordmark—calling to mind the craft, artistry, and innovative animation techniques central to Disney’s legacy.
We built the system to function in both brand-forward and IP-driven messaging, multi-title and single-title marketing, and every digital and physical surface. We delivered a comprehensive style guide and animation toolkits, supporting implementation for all internal teams and agency partners.
Brand Launch
In the months leading up to the launch of Disney+, we worked closely with Disney’s marketing teams to develop a flexible design system that could connect five beloved entertainment brands.
We established a dynamic visual thread inspired by the warm, hand-drawn curves of the original Disney wordmark—calling to mind the craft, artistry, and innovative animation techniques central to Disney’s legacy.
We built the system to function in both brand-forward and IP-driven messaging, multi-title and single-title marketing, and every digital and physical surface. We delivered a comprehensive style guide and animation toolkits, supporting implementation for all internal teams and agency partners.
Global Evolution
As Disney+ expanded into new markets, its portfolio expanded with fresh originals and acquired content beyond the Disney family of brands.
Disney became one of the most enduring brands in the world by fulfilling a simple yet profound promise: “Create happiness.” Disney+ took this promise further by foregrounding, exploring, and activating the entire spectrum of shared human emotions made possible through storytelling.
By inviting our audience to “feel something with every story on Disney+,” the evolved brand promise leverages Disney’s long-established values of imagination, community, trust, and transformation to activate a broader range of entertainment. It brings audiences closer to the worlds built, the characters championed, the stories shared, and to each other.
Global Evolution
As Disney+ expanded into new markets, its portfolio expanded with fresh originals and acquired content beyond the Disney family of brands.
Disney became one of the most enduring brands in the world by fulfilling a simple yet profound promise: “Create happiness.” Disney+ took this promise further by foregrounding, exploring, and activating the entire spectrum of shared human emotions made possible through storytelling.
By inviting our audience to “feel something with every story on Disney+,” the evolved brand promise leverages Disney’s long-established values of imagination, community, trust, and transformation to activate a broader range of entertainment. It brings audiences closer to the worlds built, the characters championed, the stories shared, and to each other.
Global Evolution
As Disney+ expanded into new markets, its portfolio expanded with fresh originals and acquired content beyond the Disney family of brands.
Disney became one of the most enduring brands in the world by fulfilling a simple yet profound promise: “Create happiness.” Disney+ took this promise further by foregrounding, exploring, and activating the entire spectrum of shared human emotions made possible through storytelling.
By inviting our audience to “feel something with every story on Disney+,” the evolved brand promise leverages Disney’s long-established values of imagination, community, trust, and transformation to activate a broader range of entertainment. It brings audiences closer to the worlds built, the characters championed, the stories shared, and to each other.
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Bo Bishop, Executive Director Creative Strategy
Mika Saulitis, Director of Strategy
Erin Kilkenny, Creative Director
Kevin Anderson, Senior Producer
Sarah A. Cohen, Design Director
Koda Ko, Art Director
Ben Nichols, Art Director
Lili Emtiaz, Art Director
Steve Haslip, Art Director
David Conklin, Creative Technologist
Steven Wimberly, Designer
Marcelo Meneses, Animator
Disney
Andy Baker, VP Creative Marketing
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Bo Bishop, Executive Director Creative Strategy
Mika Saulitis, Director of Strategy
Erin Kilkenny, Creative Director
Kevin Anderson, Senior Producer
Sarah A. Cohen, Design Director
Koda Ko, Art Director
Ben Nichols, Art Director
Lili Emtiaz, Art Director
Steve Haslip, Art Director
David Conklin, Creative Technologist
Steven Wimberly, Designer
Marcelo Meneses, Animator
Disney
Andy Baker, VP Creative Marketing
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Bo Bishop, Executive Director Creative Strategy
Mika Saulitis, Director of Strategy
Erin Kilkenny, Creative Director
Kevin Anderson, Senior Producer
Sarah A. Cohen, Design Director
Koda Ko, Art Director
Ben Nichols, Art Director
Lili Emtiaz, Art Director
Steve Haslip, Art Director
David Conklin, Creative Technologist
Steven Wimberly, Designer
Marcelo Meneses, Animator
Disney
Andy Baker, VP Creative Marketing