Disney+
Global Strategy & Visual Identity

Studio: Trollbäck+Company
Role: Chief Creative Officer

At Trollbäck+Company, we were the branding partner for Disney+ from launch through global expansion in 2022. We also designed the identity for Disney Bundle, helping Disney’s streaming services reach a total of 235M subscribers in 2022 to outpace Netflix.

As Disney+ expanded internationally, the brand required a toolbox of continually-optimized strategic and creative assets with a flexible positioning that enables internal teams and external agency partners to communicate consistently across markets that offer different content.

We articulated a simple yet meaningful brand strategy that forefronts emotional connections and brings together all of Disney’s stories, characters, and sub-brands. Design elements inspired by the logo showcase emotive moments from the shows and films to form an elastic visual system that easily scales for every touchpoint. In addition to strategic and voice guidelines, we delivered a robust multi-platform design system that includes toolkits and templates for all video, digital, social, and out-of-home marketing for every international market.

View the full case study at Trollbäck+Company.

In the months leading up to the launch of Disney+, we worked closely with Disney’s marketing teams to develop a fluid design system that answered this question. Our goal: To help launch a unique streaming destination that brings a multitude of characters and franchises into one cohesive whole. Our design strategy evoked feelings of nostalgia while reaching toward the future with a modern and cinematic identity that appeals to audiences of all kinds — from Disney Channel culturati to Marvel superfans.

With its highly-anticipated launch in 2019, Disney+ gave fans unprecedented access to the stories, characters, and franchises from Disney, Pixar, Marvel, Star Wars, and National Geographic. As Disney+ expanded into new markets, its portfolio is expanded with fresh originals and acquired content beyond the Disney family of brands, providing us an opportunity to revisit the global brand strategy and visual identity system.

By inviting our audience to “feel something with every story on Disney+,” our new brand promise leverages Disney’s long-established values of imagination, community, trust, and transformation to activate a broader range of entertainment. It brings audiences closer to the worlds built, the characters championed, the stories shared, and to each other.