BRAND IDENTITY - REBRAND

Disney

Movie Surfers

The Challenge

Design and Style an Integrated Brand System and Build a Brand Architecture that Extends Disney Brand Awareness, is Kid Friendly, and Fun

The key strategy of Disney as a global brand is to create meaningful connections with diverse audiences of all ages and backgrounds.

The Disney Movie Surfers interstitial on Disney Channel features teenage hosts who reveal a fun behind-the-scenes look at the movie-making magic of upcoming Walt Disney Studios feature film releases.

Brand Identity Messaging is Always On™

Evoke Cultural Trends and the Southern California Surf Lifestyle

Eurostile is a geometric sans-serif typeface designed by Aldo Novarese in 1962. Novarese created Eurostile for one of the best-known Italian foundries, Nebiolo, in Turin. Eurostyle has an edgy, bold aesthetic and can be found in sports and cyberpunk graphics. The NBA Sports Team San Antonio Spurs Logo takes inspiration from the Eurostyle typeface.

Essential to the rebrand was a key brand strategy: capture the love and excitement of Disney's valuable brand equity and integrate it with the energetic surf culture of Southern California. Feedback from data analytics informed us that the existing logo and brand elements lacked any aesthetic and did not evoke excitement for viewers.

The blueprint for the new brand identity began with designing powerful and unique letterforms, drawn by hand and based on the Eurostyle typeface.

A Brand Identity System Has Infinite Possibilities

Creating the one solution that works best requires focusing on the aesthetics in execution then repeat, repeat, repeat.

A custom set of keyable icons was created during the logo exploration process. The icons tie together the "movie surfer" theme visually and suggest the multi-platform viewing aspects of where the show airs. The icons signal categories and topics in the show and are clickable on viewing devices. The aesthetic style of the main title design was arrived at by combining cyberpunk and surf culture with a deconstructed California skate-surf style graphic treatment. Fast cuts, bold, gritty, burnt out filmic textures and quick zoom in–zoom outs make quick transitions exciting. Waves of color and graphic elements combine to create a feel of high energy. Plenty of upbeat surf action music under the graphics to match the youthful energy of the show hosts and attract the attention of the intended audience.

Design is Discovery

Form Follows Function

Fun with Purpose

Updating any brand identity aesthetics is a hefty exercise. Updating an iconic brand with deep foundations requires careful review of insights and audience data.

The design thinking process brings together the brand strategy, brand identity, vision for deploying design systems, voice, and sound. When a skilled team has a roadmap to execute a brand persona consistently in balance with messaging, they create a believable identity.

FLOH CREATIVE - DISNEY MOVIE SURFERS REBRAND

Ready for the Future Always On™

Like rewiring a motherboard, the rebrand is about making stronger connections with audience and opening opportunities for a greater return on investment and revenue growth

FLOH CREATIVE - DISNEY MOVIE SURFERS REBRAND

ICONIC
BOLD
COLORFUL
GRUNGY
DECONSTRUCTED
FUN

The logotype for Disney's Movie Surfers is hand-drawn based on a cyberpunk style. Grounded by a bright ocean blue surfboard icon and connected with a family of unique, hand drawn category icons. The color palette uses primary hues that are rich and saturated.

Graphic elements and colors from the styleframes were used to art direct the set design. Graphic elements are used throughout the set. Icons flash on screens and make fast-paced cut aways and camera moves.

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