Disney ILY is a fashion-forward doll brand centered on self-expression, creativity, and friendship. The project focused on building a new lifestyle brand that would resonate with a modern, diverse audience while aligning with the visual standards and storytelling heritage of Disney.

As Visual Design Lead, I directed the development and implementation of the brand’s visual identity from early concept through retail launch. I created the design system—including logo, patterns, typography, and color architecture—and led packaging design across multiple SKUs using premium finishes and tactile materials. I also oversaw brand execution across product details, retail displays, and showroom environments, ensuring a cohesive brand experience across product, packaging, and marketing touchpoints.