Disney Store
Back to School
Project Overview:
Led visual direction from concept through execution, developing cohesive design systems that translated business objectives into high-impact creative across channels.
Defined the art direction to unify cross-channel assets and strengthen seasonal brand presence.
Role: Lead Digital Designer
Focus: Campaign systems, digital toolkits
Tools: Figma, Photoshop
Team: Marketing, Site Merchandise, Creative
The Challenge
Effectively market school essentials to families ahead of the new school year, capturing attention in a competitive seasonal period while showcasing a variety of products while maintaining a cohesive Disney Store brand experience under tight digital asset delivery timelines.
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Designed modular templates to streamline production
Created clear hierarchy rules to support rapid content swaps
Ensured accessibility and brand compliance across assets
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Built a flexible digital toolkit for banners, site modules, and emails
Established visual rules for seasonal adaptability
Supported multiple audiences within a single campaign system
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Enabled faster production timelines across teams
Maintained brand consistency at scale
Supported a high-volume seasonal campaign efficiently