Disney ily is a fashion-forward doll brand inspired by personal style, friendship, and the joy of self-expression. Rooted in the idea of being inspired to be your true self through the lens of Disney, the creative vision was to build a brand world that felt collectible, emotionally resonant, and unapologetically stylish.

The brand system was designed from the ground up, starting with early logo explorations that led to a custom lowercase logotype meant to feel soft, expressive, and modern. Every detail, from holographic stickers and embossed tags to embroidered jacket patches and foil-wrapped packaging, was crafted to feel tactile, aspirational, and elevated. A layered visual language stretched across product, packaging, and retail, inviting kids into a world where Disney nostalgia meets contemporary fashion.

Art direction played a central role in unifying the brand across every touchpoint. Moodboards shaped the identity from its earliest stages, influencing color palette, typography, product styling, and retail displays. The result was a cohesive, emotional, and collectible brand experience that celebrated individuality while honoring Disney’s legacy.

My Role:

I led the brand identity for Disney ily from concept to execution:

• Developed the full visual identity system, including logo design, custom patterns, typography, and color palette

• Designed and art directed packaging across multiple SKUs, incorporating premium print finishes and tactile details

• Styled on-product design elements like hangtags, stickers, and embroidered patches

• Created showroom spaces and in-store displays to present the line to Target and Disney retail teams

• Built the physical mood boards and pitch decks to bring the brand vision to life

• Ensured cohesive storytelling across product, packaging, and retail environments

This was a full-scale branding project designed to inspire creativity and self-expression in the next generation of Disney fans.