DISNEY+ BRAND LAUNCH—
Launching a legacy brand into the modern streaming era.
At Chiat/Day, we had the exciting opportunity to pitch the brand launch of Disney+ to the masses. Although we emerged victorious, the scope shifted to spotlight our wildly successful ‘Moving Day’ Twitter campaign, which garnered over 10 million sign-ups at launch. Below is a selection of our visual identity offerings from the pitch—the start of an emotionally engaging and highly scalable visual system that unifies the Disney+ brand across all media touchpoints.
Brand launch
We needed a visual device that had both utility and memorability and the “plus” was it - scalable enough to handle Disney's original titles as well as the five other brand hubs within. The plus symbol is the cornerstone of the Disney+ logo mark and all content lives within the +.
client: Disney+ █ created at: Chiat/Day ███ role: design, design direction, motion █ design + animation: Kevin Reid ███ sound design: SOUTH music + sound