In collaboration with the in-house franchise and marketing teams a new fully responsive, online destination was created presenting engaging, relevant and interactive content such to the audience. A digital design strategy around content, imagery and copy was also refreshed by the in-house interactive team to reflect the changing digital landscape and target demographic.
Central to the storytelling, nature heavily influence the art direction of the site with 4 colour themes and styling treatments introduced and rotated to reflect the changing seasons. This design framework was complimented with relevant content updates such as games, activities and short form videos, alongside advertising for new theatrical and DVD releases and promotion for Disney Fairies consumer products.
The website has been translated into 17 different languages and launched in 21 different markets across EMEA and with over 1 million visits since launch (10% of those from mobile devices) and time spent on the site reaching an average of 25 minutes has increased wider awareness of the Fairies franchise and developed a stronger brand affinity for Tinker Bell and her Pixie Hollow friends.
Design and Creative Direction