BRANDING & LAUNCH

ROLE: CREATIVE LEAD, COPY

In May 2013, Disney Vacation Club announced its newest Resort, The Villas at Disney's Grand Floridian Resort & Spa, and opened sales for this new product.

In a tight window of three months, we created the branding and launch materials for this Victorian era resort, including a themed grand opening event.

I worked directly with the design director on establishing a visual and copy tone that brings to life the grandeur and whimsy of the Victorian era and celebrates even the finest details of the most extravagant Disney resort yet.

Brand Guidelines for resort launch

Launch party event

Announcement assets: Print & Digital

Brochures, site copy and ongoing digital

BRAND GUIDELINES

I worked directly with the Design Director to create the overall look/feel, taglines, copy direction and assets.
You can see how the era and the resort are celebrated in every detail: down to the architectural eaves we reference in the holding shapes.

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Direct Mail pieces

I concepted and wrote for premium Direct Mail pieces
that would spark imaginations and excitement for the new Resort.

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matching email

gone mad party, opening event

Created an Alice in Wonderland themed party that would bring to life the spirit of this Victorian-era classic tale and its characters.

The “Gone Mad” mad hatter tea party was so popular, the resort continued to have them on a regular basis.

These tactics proved to be very successful in driving sales for this new Resort, including exceeding sales goals, creating new sales records, and boosting sales for the business as a whole.