Project 1581*

T H E I D E A S O F A N E W H I R E

*My first voyage (July 2024)

Reimagining Disney Cruise Line touch points through story-driven design.

Disney storytelling transforms simple moments into lifelong memories. Project 1581 reimagines how that storytelling shows up in day‑to‑day touch points—so every step (from embark to farewell) feels intentional, cohesive, and magical.

The initiative frames each interaction as a narrative beat, ensuring clarity for guests, consistency for crew, and emotional resonance for families at sea..

Welcome Aboard Booklet.

Challenge
The existing Welcome Aboard booklet functioned like an instruction manual—useful, but transactional. It lacked warmth, story, and visual cohesion, which made new hires feel informed but not truly welcomed into the Disney culture.

Solution
I reimagined the booklet as a narrative-driven guide:

  • Infused Disney values and storytelling to create a sense of belonging.

  • Introduced a consistent design language aligned with Disney branding.

  • Prioritized readability and accessibility so crew would want to return to it as a resource.

Impact
The booklet transformed from “just a manual” into a companion for the journey, sparking pride, excitement, and connection from day one.

Crew Directory.

Challenge
The crew directory existed as a plain, double-sided sheet—practical but uninspired. It felt transactional, difficult to carry, and visually misaligned with Disney’s storytelling standards. This limited its impact both for crew and for guest-facing interactions.

Solution
I redesigned the directory into a pocket-sized, four-fold brochure:

  • Compact format, easy for crew to carry and reference on the go.

  • Visual alignment with Disney branding for a polished, professional look.

  • Clear, streamlined navigation to support faster responses when assisting guests.

Impact
The new design became a tool that crew were proud to use. It not only improved efficiency in service but also elevated guest interactions—transforming a functional resource into a story-aligned communication piece.

I identified the usability gap, proposed the new format, and directed the visual design. I ensured the brochure balanced practicality with Disney’s brand magic—helping crew feel more confident and connected in every interaction.

Email Signatures.

Challenge
Crew email signatures varied ship-to-ship, leading to inconsistent communication and brand presentation Project 1581.

Solution (Proposed)
I created and pitched the concept to leadership, positioning email signatures as more than a formality — a storytelling detail that strengthens brand and belonging:

  • Unified format for professionalism and clarity.

  • Added ship-specific logos to build identity and pride.

  • Balanced consistency with personalization.

Impact (In Discussion)
While not implemented fleetwide, the proposal sparked conversations among leadership about internal branding consistency and how small design shifts could reinforce both professionalism and crew pride.

Crew Navigator.

Challenge
The Crew Navigator tool was functional but lacked design appeal and identity, limiting crew pride in using it daily.

Solution (Proposed)
I designed a refreshed visual identity:

  • Updated logo and modernized look-and-feel.

  • Aligned visuals with Disney Cruise Line branding.

  • Positioned as phase one of a longer UI/UX improvement plan.

Impact (In Review)
The proposal was shared fleetwide with HR for feedback and evaluation. While not yet implemented, it opened the door to a broader conversation about crew-facing design standards and how we could improve internal tools with brand-aligned storytelling.

Digital Signage & Guest Storytelling.

Challenge
Onboard digital signage often felt underutilized or poorly timed. Important messages (like survey QR codes) sometimes interrupted guest experiences instead of enhancing them. Emotional moments, like the farewell in the atrium, lacked visual storytelling support Project 1581.

Solution (Proposed)
I created a set of proposals to reimagine signage as a storytelling medium:

  • Timing refinements: shifting QR codes to after dinner and shows, preserving menus and entertainment flow.

  • Farewell overlays: adding “See Ya Real Soon” messaging to atrium screens during final moments.

  • Embarkation overlays: encouraging app downloads as guests board.

  • Dining storytelling: day-to-night visuals for Rapunzel’s and Lumiere’s, and sketch-to-color menus for Animator’s Palate.

  • Themed overlays: Pirate Night, Pumpkin Tree, and seasonal moments.

Impact (Conceptual)
These proposals were shared with shoreside partners as future opportunities for integration. While no follow-up conversations occurred, the work highlighted how digital tools could transition from functional signage into narrative drivers—supporting logistics while deepening immersion.