Making magic for Disney
When Walt Disney World Swan & Dolphin were adding a third hotel to it’s two iconic landmark hotels that have shaped the landscape for more than 30 years, they came to us for branding expertise. ST8MNT crafted a brand experience that integrates with the existing Dolphin and Swan hotels and campus, yet takes on it’s own more boutique feel for the Swan Reserve’s upscale offering. Guests at the Swan Reserve have suite amenities, are more removed from the flurry of activity, yet still so convenient to all of the restaurants, campus amenities and Walt Disney World parks. ST8MNT designed a Swan Reserve brand system, guest check-in and in-room experience collateral, as well as meetings experience needs. Then to tie it all together, we developed a fresh and comprehensive tri-property brand direction to pull the Walt Disney World Swan & Dolphin & Swan Reserve together cohesively with an exciting updated look.
Walt Disney World Swan Reserve
Brand System Details
As a tribute to Florida’s prolific citrus legacy, the Walt Disney World Swan Reserve embraces the sights and scents of citrus throughout the guest experience, and we wove it through the brand system. An extended color palette was developed, including the three classic colors from the existing hotels, and infusing new ones to bring out the Reserve’s unique story. Distinctive typography was thoughtfully paired to complement the new and existing buildings, and offers a modern meets art deco vibe. Brand patterns were created based upon architectural details and interior materials found on resort property. Orange slice elements and a citrus illustration were designed as ornamental graphics to reinforce the citrus theme. Wave shapes are used to convey the overall theme of water that spans across all Walt Disney World Swan and Dolphin properties and water features across the campus.
Tone of Voice
The Walt Disney World Swan Reserve voice always sounds welcoming, smooth, optimistic and refined. Messaging is concise, clear and conversational, never too wordy or confusing. Each word is intended to invite the guest into an unforgettable experience.
St8mnt took great care to infuse an elevated magical and refreshing feel throughout key card holders, promo slips, in room compendiums, drink coasters, privacy hangers, attendant notes and hangers, valet service, turn down service treat box, meeting note pads, to go cups, pens, water service, stationary and folders. Welcoming touches and citrus pops delight the guest.
Tri-Property Brand System Refresh + Marketing
With the new Swan Reserve opening, a tri-property refresh was needed to breathe new energy, modernize and tie together the updated offering to guests. We developed a new refreshed and extended color palette and brand style direction for a more modern and complementary brand presence. Meetings, conventions and sporting tournaments are big business for the Walt Disney World Swan & Dolphin & Swan Reserve for their myriad of meeting space options, ease of group planning, and massive amount of rooms. ST8MNT designed a new meetings “workbook” brochure to market the offer with the magic that comes with staying on property to meeting planners, complete with new map illustrations and color coded sections.