DISNEY

Disney Rewards Visa from Chase. That’s a mouthful. And with three of the world’s most powerful brands in play, simplifying the name was off the table. So we simplified and clarified everything else about this in-house project at global branding firm, Landor SF.

A complete re-brand, my team’s focus centered around strategic positioning and Tone of Voice.

Brand Positioning encapsulates what the brand stands for in the minds of internal and external audiences. It serves as creative inspiration, as a filter for relevant messages and promotes both verbal and visual consistency. In other words, a brand’s positioning lays the foundation for all brand work. In this case, we used it as a compass to guide the Tone of Voice development.