Mickey’s Philharmagic

Disney California Adventure

Mickey’s Philharmagic is a spectacular 3D fantasy adventure featuring many beloved Disney characters!

On its’ initial opening, it had a different entrance that was off the main route. To make it more accessible for our Guests, our art director proposed creating a new entrance by opening up a facade on the parade route. This was an opportunity to complete the theater district storyline that had been planned for years.

Mickey’s Philharmagic branding in every other park has fantasy-style logotype. Since our location is in Hollywood and part of a deco façade, I felt the logo needed to be rebranded for this specific location while retaining the nostalgia of the beloved experience. I provided direction to develop a new branded logo type replacing the fantasy-style logotype with a deco version for this location. I partnered with one of my designers to develop concepts for approval. Once we received executive approvals, I directed her through design efforts on the collateral pieces while I worked on the main marquee.

Together, we developed storyboards for some simple transitions and overlay animation effects for the displays based on the new logotype. We sent these to the visual effects team to execute. Once we had the transitions, I assembled them into a two-minute loop in iMovie for approval.

The final scope of the project contained the below.

• Rebranded logotype unique to this location for Mickey’s Philharmagic

• New attraction poster designs with rebranding and deco details

• New billboard with rebranding

• New grand deco marquee with animated branded logotype