Toontown is a beloved area of Disneyland Park where guests can step into a real-life version of Mickey Mouse's world. I designed a suite of digital products along with a supporting style guide to promote the reopening of Toontown after a closure for renovations.
The goal was to encourage visitors by bringing a playful, cartoon-like world to life across marketing assets. There was very little information available to support Toontown marketing materials at the time, so it was up to me to determine the color scheme, look, and feel.
I referenced Disney's design system and photos and renderings of the space to help with color selection. I also created fun shapes to reflect the organized chaos of the cartoon space.
Research & Inspiration
Color Selection
There was no style guide available at this stage so I used the most detailed version of the logo and the images and renderings above to help with color palette development.
Accessibility Testing
Final Color Palette
Below is the final color palette for web and app as well as a few components with colors applied.
Theming
The design needed a touch of organized chaos. The architecture of Toontown inspired these squashed and stretched shapes that would be used to frame imagery.
Desktop image frames: 20px, GOLD 500
Desktop image frames: 20px, AQUA 500
Mobile image frames: 12px, GOLD 500
Wireframes
Final Designs
You can view the web pages live on Disneyland’s website. The app screen is currently available within the Disneyland app.
