Product Marketing & Frameworks, Central Creative, The Walt Disney Company
The challenge
Build once, communicate globally.
As Disney+ grew since its 2019 launch, customer communications needed to serve more subscribers, markets, devices, and use cases. One-off designs made it harder to maintain consistency and move quickly especially for expanding markets and languages.
The opportunity was to create two flexible systems:
Beyond the product
A flexible system for customer communications across markets and languages for email.
Inside the streaming experience
A flexible system for reaching viewers across devices within the product for in-app messaging experiences.
How might we create scalable, reusable communication systems that adapt across platforms, content, and campaigns while maintaining a consistent brand experience?
Designed to empower multiple teams.
I led the creation of the Message Design Framework alongside two designers, establishing a library of reusable, pre-coded email modules that our team owned and maintained.
The framework became an everyday tool for Marketing, Identity, and Commerce teams to independently create customer communications while maintaining brand consistency across markets. I later led its evolution to support the global Disney+ rebrand.
A modular approach supported information dense and visually impactful communications globally.
DesktopMobile
One account. Distinct brand voices.
Account communications across Marvel, National Geographic, MyDisney, and Hulu—from email and password updates to sign-up and one-time passcodes.
MarvelNational GeographicHuluMyDisney
ESPN+
A shared email framework with a distinct sports identity. ESPN+ brings live events, leagues, and streaming stories together through bold imagery and clear calls to action.
The same message across devices.
In-app messages had to work on a television across the room and a phone held in someone’s hand. The framework adapted to those viewing contexts while retaining a consistent relationship to the Disney+ brand. A wide layout pairs imagery and copy on TV, while portrait layouts bring them together on smaller screens.
TVTabletMobile
Bringing streaming titles to viewers on mobile.
In-app messaging experiences that connect viewers with streaming titles, from new releases to returning favorites.
Deadpool & WolverineThe Book of Boba Fett
Avatar: The Way of Water
From Loki to Obi-Wan Kenobi– stream more hit series
Loki
CTV In App Experiment
This experiment on CTV resurfaced collections that were not getting as many views, which led to a significant increase in streams. My team created custom campaign artwork by compositing multiple key art assets into cohesive visuals for each collection. Each composition underwent legal review to ensure compliance with content licensing and brand guidelines.
National GeographicMarvel
52K
Increased streams in one week, 0.35% lift in streams for one in app campaign
Mobile
Led to running this campaign on mobile
Impact
From fragmented to unified.
These two frameworks became the foundation for high-volume customer communications across Disney’s streaming ecosystem and have been in use for 4+ years by multiple marketing and product design teams.
99M+
Customer emails per month across Disney+'s streaming ecosystem
20+
Languages supported by the email and in-app framework
4+
The email system was extended to Disney+, Star+, ESPN+, and MyDisney
