Disney was developing a bold new toys-to-life, action-adventure video game—one that let kids mix and mash Disney and Pixar characters without limits. Internally it was called “Toy Box,” but during research, we uncovered a key insight: most kids didn’t even have toy boxes anymore. The name felt nostalgic to adults, but outdated to the audience it was meant to excite.
I helped shape the brand strategy and co-create the new name, Infinity—a word that captured the boundless, imaginative nature of the game. From there, I led the design team in building a visual identity that was playful, flexible, and made for both digital and physical worlds.
The identity didn’t just live on screen—it influenced everything from the console design to packaging and in-store displays, helping Disney Infinity launch as a truly category-defining experience.