New Look, Same Problem-Free Philosophy
In 2003, Disney launched the global Wild About Safety program with the goal to empower safe behavior through proven educational methodology and world-class storytelling. Across a growing library of print and digital assets, The Lion King’s Timon and Pumbaa learn how to stay healthy and safe in a variety of situations.
Over the past 23 years, the program has reached over one billion children and families internationally.
Disney Wild About Safety recently welcomed FM as the program's new presenting sponsor, prompting a refreshed brand identity to tell the next chapter of this fan-favorite story. In other words, a project beyond my wildest dreams.
My newly-launched rebrand honors the program's rich history while introducing FM as a trusted industry collaborator, resulting in something that (hopefully) feels both premium and playful.
Yours, Mine, and Ours
FM has been helping Disney build theme parks since 1947, lending their engineering expertise to the construction of iconic castle spires and magical flying carpets. Their dark metallic brand represents almost 200 years of vigor, resilience, and sophistication.
Enter a wisecracking meerkat and a farting warthog. Since its' creation, the Disney Wild About Safety brand has been inspired by the sights (and sounds...) of the jungle, leveraging whimsy and vibrance to share important messages with young audiences.
At first, it seemed like the only thing these two brands had in common was the steadfast commitment to delivering safe and fun experiences. A breakthrough came in the form of FM's shades of stone, a material known for it's strength and place in nature.
And like honey from rock, a co-branded identity was born, evoking both trust and joy. The bright colors of swaying leaves, cool water, and the warm sun come to life against a safe neutral backdrop. Sharp angles and geometric shapes form a bouncing wordmark, while complementing the organic shapes of hanging vines and our humorous heroes themselves.
Turning Over a New Leaf
After developing the logo, I applied the rebrand to Wild About Safety's line of products— free resources for Disney employees and guests around the world.
Collectable trading cards incentivize safe behavior, while colorful activity books reinforce the same lessons through play. A series of award-winning animated videos play in resort hotel rooms, aboard cruise ships, and in local communities.
The refreshed brand system unifies the suite of products, making them easier to identify out in the wild, and inviting a new generation to learn catchy safety tips from timeless Disney characters.
