An Annual Pass for Walt Disney World Resort is exactly what it sounds like, a year-long ticket to Disney World. This year the branding team decided they wanted a new look and feel for all of the Annual Passholder communications.
The Annual Pass needed a style that could spread across all Pass tactics, such as direct mail, email, banners and outdoor space. The design also had to be recognizable and cohesive.
My solution was to “keep it simple” and “keep it Disney”. I wanted to keep the look and feel sophisticated but also as bright and cheery, as you would expect to get from Disney. To achieve this I used simple colors, fonts and illustrations that can be easily interpreted by other departments if needed. I created all the assets that are now being shared with designers within Walt Disney World.
This branding is now being used on all the Passholder tactics, including Magic Bands, Passes and in-park communication
Creative Director : Will Gay
Art Director/Illustrator: Sarah Swenson
Copywriter: Becca Shuler
Disney's Seven Dwarfs Mine Train
With the Seven Dwarfs Mine Train opening in Magic Kingdom Park summer of 2014, Walt Disney World invited the press to get a first-hand glimpse of the new roller coaster while discovering other brand new theme park "gems."
The concept: We wanted to create an intriguing invitation to welcome the media to Disney's press preview event. The invite, mailed to roughly 800 members of the press, plays off reporters' ever-present desire to dig and explore (just like gem miners).
The invite includes: -An itinerary of the three-day event that includes a web link to discover more information -Souvenir train tickets for the press events -A map of New Fantasyland with an intro story and info -A "gem guide" to the newest of the new at Walt Disney World -A really cool pen
Winner- Silver Addy
Creative Directors: Will Gay & Dennis Chalifour Art Directors: LaTanya Beauregard & Sarah Swenson Copywriters: Diana Brost & January Holmes Illustrator: Sarah Swenson
Seven Dwarfs Mine Train preview invitation unboxing from Walt Disney World
Bloggers were even excited enough to make an unboxing video!
WestJet + Disney
"The Happiest Flight that Ever Flew" was a concept that I presented to WestJet on behalf of Walt Disney World. My idea came from the classic and iconic Disney attraction that everyone knows, "It's a Small World". Most people who have visited a Disney park have ridden, enjoyed, and sometimes even suffered through the repetitive song based attraction. Nonetheless, the message behind the Small World attraction made it the perfect fit for a plane that would travel 'round the world and inspire the kid in everyone to visit Walt Disney World.
I wanted the plane to be as bright and eye catching as possible. I found inspiration in the original Small World art by Mary Blair, who's simple, yet stunning designs remained timeless for over 50 years.
Creative Director: Tom Shumilak Art Director: Sarah Swenson
Mayhem at The Mansion
With the launch of the Mayhem at The Mansion app, the Disney Parks Blog wanted to give something special to it's first users in the Magic Kingdom. The app allows guests to venture throughout the park and find the ghosts that escaped from The Haunted Mansion. I thought owning physical reminder of a digital game would enhance the users experience.
I suggested that we make a special map that guests could keep, share, frame, use as a shield from the sun (orwhatever they please) as a commemorative piece from the Disney Parks. The map featured vintage inspired illustrations, fancy gold foil, and an adorable little poem about the mayhem-causing ghosts.
Over doorways ‘Neath awnings Or hanging from posts Be on the lookout for Hitchhiking Ghosts!
I’m sure you’ll find them, this map will assist, In finding the mayhem these ghosts can’t resist.
Art Director/Illustrator:Sarah Swenson
Copywriter: John McCall
Downy needed a fresh visual to show the benefits of using Downy Fabric Softener. I approached this challenge by thinking of the moment someone falls in love with a new garment- they'll want to keep it looking new.
Client: Procter & Gamble Creative Director: Kevin Gruber Art Directors: Sarah Swenson, Matt Bender Photographer: Lisa Predko
Redeem Machine, Leo Burnett Interactive
Leo Burnett Interactive wanted to test Google's beacon technology internally using an ordinary vending machine. And what better subjects than hungry ad folks? We came up with a story for the vending machine- an experimental robot that's eager to reward your accomplishments.
"Meet the Redeem Machine, a vending machine with an upgrade. Turbo charged with the power of The Physical Web, this ordinary gizmo can now connect to that smartphone you carry around in your pocket. That means you make your selection on your own device, rather than the machines motherboard.
The twist? It’s not so much of a transaction that you’ll make, but more of an exchange. You’ve got to complete a specific task through the app to retrieve your treat. So go on. Game on."
Art Director: Sarah Swenson Copywriter: Brian Metzger
Most of my inspiration comes from illustration. I have always been influenced by animation and the beautiful illustration styles of the 20th century. I take every opportunity I get to draw a quick sketch, or create a new traditional or digital painting. I use illustration as a tool to help convey my ideas, or just to have fun.
My sketchbook might as well be attached to my hand with a string. I'm constantly drawing little ideas that come to my mind. I never spend more than a few minutes on these doodles, but it helps me loosen up my mind and relax while I'm working.
Cinebarre is a theater that offers the experience of seeing a movie while enjoying food and drinks. So, naturally, Cinebarre wanted to create it's very own wine to serve in it's 7 locations across the U.S. They were looking for a clean and bold look to match the industrial interior of the theaters. I created several options, which were eventually narrowed down to 2 that will both be used on the Pinot Noir labels.
I also created secondary graphics for new wines as they are released in the future.
Happy & Hearty
Final project for my commercial photography class at Columbia College. With the help of my photographer friend, Aaron Spain, we aimed to make a bright and clear message about the heathy choices and Whole Foods Grocery.