Disney ily - Branding
A fashion-forward doll brand rooted in self-expression and friendship. I led the full visual identity and brand experience from concept to retail launch.
Role: Visual Design Lead | Partners: Disney Brand Team
Branding
Visual highlights from the Disney ily brand world.
Disney ily Mood Board
Disney ily Logo Ideation
Disney ily Logo Creation
Disney ily Logo
Disney ily Pattern Design
Disney ily Pattern Design
Disney ily Pattern Design
Overview & Direction
Disney ily is a fashion-focused doll brand inspired by individuality, friendship, and the joy of self-expression. Built around the idea of being inspired by Disney to be your true self, the creative vision was to develop a brand world that felt stylish, collectible, and emotionally resonant.
As the Visual Design Lead, I led the development of the visual identity system from the ground up. I designed a custom lowercase logotype that feels modern and approachable, built a signature color palette, and developed patterns, typography, and tactile finishes that elevated the brand experience. I worked with my team on packaging, product styling, hangtags, stickers, embroidered patches, and showroom spaces for Target and Disney retail teams.
The visual approach blended fashion aesthetics with playful energy. From holographic stickers to foil packaging and textured materials, every detail was crafted to invite interaction and reflect the joy of self-expression. Each touchpoint, from packaging to retail, told a consistent story of style and individuality within the Disney universe.
Inspired by Elsa doll packaging.
Inspired by Elsa doll packaging.
Execution
I oversaw brand implementation across product, packaging, and retail environments. Key responsibilities included:
Developing the full visual identity system including logo, patterns, typography, and color palette.
Designing and art directing packaging across multiple SKUs with premium print finishes and tactile materials.
Styling on-product details such as hangtags, stickers, and embroidered patches to reinforce brand character.
Creating showroom environments and in-store displays to present the line to retail teams.
Building pitch decks and mood boards to communicate the creative direction to stakeholders.
Ensuring cohesive storytelling across every touchpoint of the brand experience.
Disney ily Target Banner
Disney Store ily Display
Target ily Display
Branded Disney ily keychain giveaway designed as a collectible PR moment.
Collectible PR branded Disney ily patch giveaway.
Pop-up window decal showcasing the Disney ily branding.
On set art direction for Disney ily doll photoshoot.
On set art direction for Disney ily doll photoshoot.
On set art direction for Disney ily doll photoshoot.
Outcome
The Disney ily brand delivered a cohesive and elevated identity that connected with a new generation of Disney fans. By combining fashion sensibility with collectible design, the line positioned itself as more than a toy — it became a statement of individuality.
Impact Highlights:
Launched a complete identity system that serves as the foundation for future brand extensions.
Achieved early alignment with Disney and retail partners through strong creative presentations.
Maintained consistency and premium execution across packaging, product, and retail.
“Building the Disney ily brand was about more than aesthetics. It was about crafting a
visual language that celebrates individuality and belonging at once.”
— Alyna Draper
Press & Recognition
The collaboration was featured by leading design and business publications, recognizing its innovation in bridging art and play.
