The Walt Disney World branding team wanted a new look and feel for all of the Annual Passholder communications. I worked along with art director Sarah Swenson , who took the reigns creating this stunning look and feel, while I created a tone and voice to the project.
IDEA: We really wanted to focus on the Passholders and exactly what they wanted from their Pass, simply Disney. We stuck to a simple color palate, vintage characters, and sophisticated, simplistic designs.
COPY: The old Passholder communications copy was very sterile. They were mainly headlined "SAVE $XX.XX ON RENEWALS!" and had a theme of using the 1990's style fake-letter. The tone of this rebrand showcases the excitement Passholder's feel towards being in this Disney club. They love Disney and we wanted them to know that Disney loves them too. I chose to give the tactics a small, snackable amount of information so the Passholder can quickly scan the piece while also feeling like a special part of the Passholder Family.
This style is now being used on all Walt Disney World Annual Passholder tactics.