COPPER CREEK VILLAS & CABINS
A DISNEY VACATION CLUB RESORT LAUNCH
2018 ARDA AWARD WINNER – ACE PROJECT OF EXCELLENCE
Inspired by the great outdoors, this Pacific Northwest-themed resort feels like it’s a world away from the Disney Parks.
But it was our job to make sure everyone knows that it’s located right in the heart of Walt Disney World Resort.
Fabricating a fairy tale
The story of Copper Creek is one rich with Imagineering – wrought from the tales of wilderness pioneering and bountiful optimism. It was our task to turn these tales into a reason for Disney vacation fans to buy into the magic of Copper Creek and return year after year as Members of Disney Vacation Club.
My role: overall branding, helped concept resort logo, wrote tagline and boilerplate copy, and wrote/oversaw production of the launch collateral including print, digital, OOH, social, and video.
From Disney history to nature’s natural wonders
We began with a creative exploration inspired by the great outdoors, the American Pacific Northwest, and the dreams of discovering a new frontier in a much simpler time.
We explored logos and theme lines that spoke not only to the repeatability of Disney Vacation Club, but to the many facets of their newest resort – modern, magical, rustic, and reimagined.
Rich coppers, wildlife-inspired motifs, vintage photography, raw materials, and old craftsman-style lettering sparked our design exploration, which focused around themes of mining, growth, Americana, and the frontier spirit.
A new frontier for magical vacations
After crafting several different creative platforms for our partners to choose from, it was clear that one direction spoke perfectly to the modern interpretation of the pioneer spirit found at Copper Creek Villas & Cabins.
The selected tagline, “A New Frontier for Magical Vacations,” and branding evolved to include a full style guide, original photography, video content, and a little storytelling magic to channel the resort’s Pacific Northwest heritage and inherent sense of adventure. Click to read the boilerplate copy.