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Sustainable Rebranding:
A Disneyland Case Study
Brand Identity | Design for Sustainability
Role: Sustainability Expert, Researcher, Concept Developer
Timeline: June to August 2023 (10 Weeks)
Mentor: Satyakam Sharma (Design for Sustainability Professor at SCAD)
Tools: Photoshop, Illustrator, Lumion
Team: Shruti VR, Tanishq Kalra, Tanya Shah, Yang Li
Context: A course within the MFA in Design for Sustainability curriculum; we were tasked with selecting a global brand and studied the daily operations and initiatives introduced by them (centric to sustainability). Our selected brand – Disneyland – is the happiest place on earth for many but does not provide opportunities to practice sustainability to its visitors as much as it could (or should).
*this is an independent project completed for a SCAD Design for Sustainability class. The brand is only used as a case study and inspiration, we did not actively collaborate with them.
Intervention: We Re-imagined the Disneyland under the lens of sustainability and gave it a new identity using insights gathered via secondary and primary research. The new brand image includes new products, systems, and initiatives housed under "Happily Ever After".
happier
Happily Ever After is an extension brand of the Disney family, focusing on sustainability and promoting eco-conscious behaviors among Disneyland's fans, customers, and visitors.
Stills from the sustainability experience exhibit concept at Disneyland, Florida
To know more, get in touch – @tanyashah.ts@gmail.com
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