mytiana project revised 2

The MyTiana campaign is intended for educational purposes only. All Princess Tiana names and likenesses belong to the Disney® Corporation and will not be used beyond intended purpose.

DESIGNING

Celebrate the Princess Within

2 Project Book Designing MyTiana 2011

4.0 Final DESIGNS

Table of Contents


1.0 RESEARCH

2.0 CREATIVE Development

3.0 STYLE Guide

4.0 Final DESIGNS

Message From The Designer...................................4

1.1 Client Brief.......................................................... 71.2 Research: A Historical Perspective.................10 1.3 Communications Audit...................................12 1.4 Creative Brief.....................................................14

2.1 Logo Development ...........................................202.2 Mood Boards.....................................................182.3 Website Development ......................................282.4 Storyboards..................... ............................................30

3.1 Logo Standards..................................................343.2 Color Palette .....................................................383.3 Typography .......................................................423.4 Image Usage.......................................................44

3.1 Website................................................................483.2 Merchandise......................................................503.3 Print Advertisement..........................................533.4 Motion Graphic.................................................55

The Disney Princess franchise welcomed its newest princess, Tiana with the release of The Princess

and the Frog. The Disney Princess brand has not been recognized as presenting a culturally diverse set of princesses, but that has changed with the coronation of Tiana. Tiana is clearly different than her blonde-haired predecessors. Not only is Tiana Disney’s first black princess, but she is also the starring personality in a major animated movie. For African American girls, the need for an identifiable image was overdue.

The crowning of Princess Tiana was an iconic event in my life as well as the lives of many of African American mothers around the country who never had the opportunity to see characters that looked like them but their girls will have a whole perspective. I grew up in a home that understood the importance of having black dolls and black children’s literature and movies. That was nearly an impossible task. Yes, I was able to unwrap my black Barbie® Doll on Chrisand birthdays but knew that the real Barbie was indeed white. I felt the same way many children feel when they see a Black Santa, “he was not the real one”.

Fortunately, all of that is about to change. No longer will she have to settle for the ethic version of a white character, but truly embrace a character that looks like her and is seen the same all over the world. Princess Tiana is my doll, my princess, and of course My Tiana. With the increasing rise of successful African Americans and the election of the first African American president, aspirations of black Americans to transform themselves have never been higher. It is these aspirations and dreams that this campaign seeks to tap into and ensure the permanent position of Princess Tiana.

“No longer will she have to settle for the ethic version of a white character...Princess Tiana is my doll, my princess, and of course, MyTiana.”

-Rochelle Person


Message from the Designer


“The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.”

Mission

"To Make People Happy"


Client Brief The Walt Disney Studios is the foundation on which Disney was built, and at its heart are world-renowned animated features and live-action motion pictures. With the creation of Mickey Mouse and Snow White and the Seven Dwarfs, the world's first full length animated feature, the Disney name quickly became synonymous with quality entertainment for the whole family.

The company has been criticized for its lack of African American characters in the animated film department. That can change with the animated film The Princess and the Frog. It debuted in the fall of 2009 with the company’s newest heroine and first African American Princess, Tiana. Now is the time to re-position Princess Tiana as an inspirational figure for African American little girls and children of color around the globe. Now is is the time for MyTiana.

The Disney Corporation is a major contributor to most avenues of children’s media. To date, the Disney Corporation owns a major television

network, cable television networks, and radio stations. Disney also develops children’s books, cartoons, movies, videos, computer software and games, as well as many other products designed for children’s use including back- packs, lunch boxes, and clothing. One of the more popular forms of Disney media is the feature-length animated film. Family relationships tend to be major themes in these movies. However, the image of family has not represented the broader diverse population. Although family relationships are often central to the plot and story line, films that represent diverse ethnic family members have not been presented.

Historical Perspective


Disney Welcomes Princes TianaThe Disney Princess franchise welcomed its newest princess, Tiana with the release of The Princess and the Frog, and honored Disney’s first fairy tale princess with the Diamond Collection release of Snow White and the Seven Dwarfs from the Disney Vault.. The Disney Princess brand has not been recognized as presenting a culturally diverse set of princesses, but that has changed with the coronation of Tiana. Tiana is clearly different than her blonde-haired predecessors. Not only is Tiana Disney’s first black princess, but she is also the starring personality in a major film that brings the dream of living happily ever after to children and adults

An emotional meaning taps into thoughts and feelings related to the positive aspects of transformation portrayed by the movie’s characters. Transformation is a metaphor that finds expression in products that satisfy deeply held consumer needs and desires. The campaign promotes this idea with the metaphor of the frogs.

The Emotional ConnectionGerald Zaltman, an emeritus professor at Harvard Business School, and Lindsay Zaltman, managing director of Olson Zaltman Associates, a research and consulting firm, believe that deep insights from consumers are essential for brands that resonate (HBS Press, 2008). According to Gerald Zaltman and Lindsay Zaltman, authors of Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers, human beings have a fundamental drive or need for connection and, at times, for being disconnected. This has roots in evolutionary history as individuals and groups with the ability to bond and support one another were more likely to survive.



For African American girls, the need for an identifiable image was overdue. As society becomes more cultural aware, companies that fail to embrace all ethnic groups risk losing some groups loyalty. If Disney is to maintain its brand image, it cannot afford to have negative reactions from a major segment of its market. The purpose of this campaign is to capture the magic of Disney through the eyes of African-American parents and children while relating to little girls of different races and nationalities. The focal point of this campaign is the MyTiana.com website that serves as an empowerment zone for African American girls and mothers where all things Princess Tiana is readily availible for purchase. Assael (1984) suggests that celebrity advertising is effective because of their ability to tap into consumers’ symbolic association to inspirational reference groups. Such reference groups provide points of comparison through which the consumer may evaluate attitudes and behavior. In advancing reasons why

celebrity advertising may be influential, Atkins and Block (1983) assert that celebrity advertising may be influential because celebrities are viewed as dynamic, with both attractive and likable qualities. Additionally, their fame is thought to attract attention to the product or service. Although Princess Tiana is a fictitious character, the character would serve an inspirational icon for the company to target its African American market as well promote the image of cultural diversity and provides the symbolic association needed by the consumer.

This campaign will present a series of ads, billboards and commercials created to connect with African American families and convey the emotional transformations that happens every day among diverse groups of people with Princess Tiana merchandize and imergery. The MyTiana site will also promote other Disney attractions related to the character . A niche strategy to modify Princess Tiana’s position from being Disney’s newest princess to

Why MyTiana?

The Campaign


becoming the symbol of an American dream offered to little girls of color is the primary focus of the project. This is a beneficial strategy because not only is there a large market of African Americans in the United States, but also this concept will appeal to black communities in many other countries. Moreover, on a broader level, Disney will be seen as supporting the sea of cultural change for communities around the world. Young girls are much more “color blind” than their older counterparts and are excited by the new character irrespective of race. According to Gerald Zaltman and

Lindsay Zaltman, authors of Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers, human beings have a fundamental drive or need for connection and, at times, for being disconnected. This has roots in evolutionary history as individuals and groups with the ability to bond and support one another were more likely to survive. An emotional meaning taps

into thoughts and feelings related to the positive aspects of transformation portrayed by the movie’s characters. Transformation is a metaphor that finds expression in products that satisfy deeply held consumer needs and desires. The campaign promotes this idea with the

metaphor of the frogs.

ReferencesArtz, L. (2005). Monarchs, monsters, and multiculturalism: Disney‟s menu for global hierarchy. In M. Budd & M. H. Kirsch (Eds.), Rethinking Disney: Private control, public dimensions (pp. 75-98). Middletown, CT: Wesleyan University Press.

Atkin, Charles and Martin Block,. Effectiveness of Celebrity Endorsers. Journal ofAdvertising Research 23, 1 (February/March 1983): 57-62.

Assael, Henry(1984). Consumer Behavior and Market Action. Boston, Massachusetts: Kent Publishing Company

Zaltman, G & Zaltman L (2008) Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers. Harvard Business School Press

Orzechowski, Kevin (2004). Building an Operational Brand. Access Data Corp. retrieved from http://www.accessdc.com/pdf/WP_Branding.PDF


Strengths Weakness

Opportunities Threats


The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with four business segments: media networks, parks and resorts, studio entertainment and consumer products. The focus of this campaign is centered around the re-branding of Disney’s Newest and first African American Princess, “Tiana” from the animated film The Princess and the Frog. The goal of the project is to create an image for the character aside from the movie and present her as an inspirational figure for African-American little girls.

Creative Brief


Target Audience

The re-brand campaign includes a new logo for the princess, a website designed specifically to empower African American families as well as promote the Disney Princess Tiana park attractions, dolls, toys and other character products. The target market for this campaign is African-American girls age 3-8 and their mothers/caregivers in particular.


2.1 Logo Development2.2 Mood Boards2.3 Web Development2.4 Storyboards


Logo Development Stages


Mood Boards


9


Website Development

Sitemap

Home Activities Blog Photos Videos Shop

Overview of Princess Tiana and site purpose. Blog Link

Featured Articles Visitor Comment Box

Disney Links Princess and Frog Disney Princess Tiana Page Disney Princess Charm Book Creation

Gallery Photos Slide Visitor Photo Upload link

Featured Videos Visitor Selections Visitor Video Uploads link

Featured Products Carousal Complete Product Slide Widget w/ price and Ecommerce cart and checkout

Disney Princess Home * Disney Store * Cart * Social Media * RSS Feed

Preliminary Site Map

Final Site Map


Wireframes


Storyboards


3.4 Typography

3.0 Style Guide

3.1 Logo Standards 3.2 Color Palette 3.3 Typography 3.4 Images Styles


TypographyLogo Standards

Accent Palette

Primary Palette

3.4 Typography

3.0 Style GuideHeadline - Edwardian SciptUsed only with campaign sloganTagline - Bondoni s Svty Two OS ITC TTHeadings - Myriad ProSubHeadings/Copy - Minion Pro

Full Color w/o Background Use this logo with any color found on the primary color palette ( see page 21)

Black and White

Use this logo graphic when color is not availble or when backgrand images and/or colors limit logo visability.

Full Color with Background

Use primarly with character merchadise and and swag items.

Website logo

Use primarly as a web banner website promational material and catalog. Logo can be use with or with tagline.

Website Logo w/ Tagligline

Use with website promational material and catalog. Use with all print and promational materials directly promoting the campaign site.


Approved logo styles inserted as a single graphic


Logo Standards and Guidelines 1The MyTiana logo is the single most visible symbol of the campaign that distinguishes it from the parent company Disney®. The logo will preserve the campaign ideals that personalize the Disney® character Princess Tiana.

The MyTiana logo is a combination logo that combines an icon with actual text that is intrinsically integrated as a single graphic. It is important to use the logo correctly and consistently to ensure the visual impact is not compromised.

Maintain Clear Space

For optimal visibility maintain a clear space around the logo. Allow at minimum 1-X measure space from the height of the T in Tiana and 1-X space from the bottom of the Y in My. The same X measure is used to define the clear space to the left and right of the logo.

Logo Placement

The logo should appear as banner text on the web page. When used in print it should never appear as a line text item. When used on character merchandise the logo should appear in the most space with the most visibility and the lease amount of graphic distractions. See pages 25 for examples of logo use.

Naming

When referring to the campaign name always write it as one word with uppercase M in My and Upper case T in Tiana, all other letters lowercase (i.e. MyTiana).

Since the website is an essential component of the campaign the logo may be used with .com and tagline when referencing the website.

The following logo standards specify both acceptable and unacceptable variations of logo


Logo Usage

Web logo should appear as banner text in the top left corner.

Web

Print

When used on character merchandise the logo should appear in the clear space with the most visibility and the lease amount of graphic distractions.

S w a g Merchandise


Print


Color Palette

Campaign colors reflect general colors associated with Princess Tiana and the movie “Princess and the Frog” Both the primary color palette and the secondary palette include variations of yellow, green, blue, and purple.


R = 245G = 254B = 223

C - 3.9 % M -0Y- 12.6 % K- 0

HEX #F5FEDF

HEX#96CD7E

C - 44% M- 0Y- 67 % K- 0 R = 150

G = 205B = 126

#96CD7E (original)#99CC77 (websafe)

#F5FEDF (original)#EEFFDD (websafe)

HEX#DCCF1

C - 11% M- 19%Y- 0 K- 0

#DCCCF1(original)#DDCCEE (websafe)

R = 220G = 204B = 241

#C1EDF0 (original)#BBEEEE (websafe)

R = 150G = 205B = 126HEX#96CD7E

C - 44% M- 0Y- 67 % K- 0

ColorPalette

Primary

The primary color palette is used in conjunction with the logo and website. This palette is use as the base color of the animated character images.


Secondary

Color Palette


#5437E0

#1A5FAC

#1D82C6

#81C8E4

#EDBBE0

#DA77D1

#B746AE

#7EFA8A

#49C108

The colors below are used in images and type to accent the primary color palette. This color palette may be used through out the campaign to accent the primary color palate. The use of color combinations predominately identified with other Disney® Princess characters is prohibited.

R G B

84 55 224

26 95 172

29 130 198

129 200 228

238 188 225

218 119 209

191 80 182

36 246 132

73 193 8

Avoid color combinations associated with other Disney® princess characters.


Typography

Headline - Edwardian ScriptUsed only with campaign slogan

Tagline - Bondoni s Svty Two OS ITC TTABCDEFGHIJKLMNOPQRSTUVWWXYZabcdefghijklmnopqrstuv0123456789

Headings - Minion ProABCDEFGHIJKLMNOPQRSTUVWWXYZabcdefghijklmnopqrstuv0123456789


Celebrate The Princess WithinBeautiful, Special, an Inspiration

Sub-Headings - Myriad ProABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Body Copy -Minion ProABCDEFGHIJKLMNOPQRSTUVWWXYZabcdefghijklmnopqrstuv0123456789


Image Styles Images used in this campaign should always include happy, confident African American girls. Display these attributes amongst diverse groups of friends when possible.

Images that project the primary campaign theme will reflect the target audience of African American mothers and daughters sharing specials moments.


A selection of princess theme activities and doll play with African American figurines are used to promote empowerment.

3.1 Website3.2 Merchandise.3.3 Print Design3.4 Motion Graphic


3.0 Final Designs


3.0 Final Designs

Website Design


Swag Designs

Packaging


mytiana project revised 2

Documents

black princess

princess tiana names

crowning of princess

newest princess

disney princess franchise

disney princess brand

tiana disneys

coronation of tiana