ROLE
Art Direction
Visual Storytelling
Creative Strategy
SCOPE
Develop assets that operate independently and within the broader campaign.
TEAM
In collaboration with internal teams, vendors, and external partners.
Universal Orlando Resort sought to create a dynamic visual design system that gives brand consistency, connects to a 4-park destination story and can evolve based off of tactics, placements, and consumer interactions.
In-market includes OOH, airport, sales centers, on-property signage, and more.
The tactics need to be evergreen, living in market for up to 5 years.
Be Impactful
A bold, simplified design system that uses IP characters and streamlined copy to convey disruptive, memorable messages to consumers.
Be Ownable
Uses consistent colors, fonts, design elements, and imagery to create unique and undeniably “Universal” consumer touchpoints.
Be Adaptable
Can be applied to various placements, including in-park signage, OOH, MCO, and sales centers, while maintaining brand consistency.
Be Scalable
The system can be replicated across various media.
Dwell Time
A Brand System With The Guest Experience In Mind
Dwell Time is the duration a guest spends consuming media, such as driving past it or standing in line. By considering Dwell Time, we ensured the content aligns with the guest’s consumption method.
LOW
Minimal time to grab attention. The focus stays on the UOR brand and featured IP.
Out-of-Home, Vehicle Wraps, and Bus Shelters.
MEDIUM
Moderate time to absorb content and messaging. Focus expands to the IP and their sense of place within the parks.
Digital/Traditional Signage, Digital Banners, and Storefronts.
HIGH
Captured audience. The messaging centers on IP, the guest experience, and information.
Sales Centers, Collateral, Onboard Video, and Guest Queues.
Character & Lifestyle Pop
The Design System showcases Universal Destinations’ featured, instantly recognizable characters. Each Intellectual property has its signature gradient color, select character poses, and sense-of-place land/attraction backgrounds, ensuring maximum versatility for any medium.
Lifestyle pop imagery expresses strong emotions and captivates viewers with multi-Intellectual Property (IP) layouts.
They showcase the beautiful range of emotions found only at Universal Parks, with guest reactions standing out against gradient backgrounds.
A brand system fit for a world-class vacation destination
From the airport to the hotel, and from park to park, the branding of Universal Orlando Resort has not been as cohesive, unified, or distinguished since Universal Studios opened its single park gates in 1990.
Universal Orlando Resort is now a four-park, week-long vacation destination that rivals any of its peers, and it is poised to make its mark for decades to come.