We wanted "Own Your Magic" to do more than sit on a shelf. Bringing the logo to life in motion gave the stores a moment of energy that a printed sign alone couldn’t.
Lu Aveitua
Role: Lead Designer (2D animation, standee & shelf tag layout) Logo: Yellow Shoes Creative Group Photography: Disney
We wanted "Own Your Magic" to do more than sit on a shelf. Bringing the logo to life in motion gave the stores a moment of energy that a printed sign alone couldn’t.
Lu Aveitua
Role: Lead Designer (2D animation, standee & shelf tag layout) Logo: Yellow Shoes Creative Group Photography: Disney
“Own Your Magic” is a merchandise campaign that invites guests to make Disney their own, whether that means a pair of ears, a spirit jersey or a new MagicBand. Yellow Shoes, Disney’s in-house agency, created the campaign mark: a pair of Mickey ears wrapped in circular type. My job at Disney Retail Creative was to take that logo into physical stores and give it a presence that would stop guests as they walked through busy merchandise spaces.
“Own Your Magic” is a merchandise campaign that invites guests to make Disney their own, whether that means a pair of ears, a spirit jersey or a new MagicBand. Yellow Shoes, Disney’s in-house agency, created the campaign mark: a pair of Mickey ears wrapped in circular type. My job at Disney Retail Creative was to take that logo into physical stores and give it a presence that would stop guests as they walked through busy merchandise spaces.
The Challenge
Theme park stores are some of the most visually crowded retail spaces anywhere. Every wall is covered in colorful product, themed graphics and character art. A flat printed logo can easily disappear in that setting.
The campaign needed two things: 1. A physical marker on shelves and stands that tied the merchandise displays together under one message. 2. Something with movement that could compete for attention on store walls and screens, where static signage tends to blend in.
The Challenge
Theme park stores are some of the most visually crowded retail spaces anywhere. Every wall is covered in colorful product, themed graphics and character art. A flat printed logo can easily disappear in that setting.
The campaign needed two things: 1. A physical marker on shelves and stands that tied the merchandise displays together under one message. 2. Something with movement that could compete for attention on store walls and screens, where static signage tends to blend in.
The Animation
A standee tells guests the message. The animation makes them look up. I built a looping motion piece for store walls and screens that turns the logo into a small moment of magic. The sequence opens on a quiet blue field with thin rings, outlined circles and four-point sparkles drifting into place. The rings sweep around the frame like the outline of the standee itself, then the logo assembles: letters break in as fragments along the circle while a light-blue wipe reveals the ears. Everything settles into the clean final lockup before the loop starts again. I kept the motion language close to the printed piece, using the same blue, white and accent light blue and the same circular structure, so the animation and the standees read as one system. The sparkles and floating circles bring the playful energy the brand is known for without competing with the product around it.
Disclaimer: This project was created during my time with Disney Retail Creative and is shown for portfolio purposes only. The Own Your Magic logo was designed by Yellow Shoes Creative Group, and all logos, artwork, photography and trademarks belong to Disney. My work on this campaign was the 2D animation and the layout and placement of assets for the standees and shelf tags. Mockups are illustrative and created only to present the work. I do not own the rights to any of the brand assets shown.
The Animation
A standee tells guests the message. The animation makes them look up. I built a looping motion piece for store walls and screens that turns the logo into a small moment of magic. The sequence opens on a quiet blue field with thin rings, outlined circles and four-point sparkles drifting into place. The rings sweep around the frame like the outline of the standee itself, then the logo assembles: letters break in as fragments along the circle while a light-blue wipe reveals the ears. Everything settles into the clean final lockup before the loop starts again. I kept the motion language close to the printed piece, using the same blue, white and accent light blue and the same circular structure, so the animation and the standees read as one system. The sparkles and floating circles bring the playful energy the brand is known for without competing with the product around it.
Disclaimer: This project was created during my time with Disney Retail Creative and is shown for portfolio purposes only. The Own Your Magic logo was designed by Yellow Shoes Creative Group, and all logos, artwork, photography and trademarks belong to Disney. My work on this campaign was the 2D animation and the layout and placement of assets for the standees and shelf tags. Mockups are illustrative and created only to present the work. I do not own the rights to any of the brand assets shown.
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