BUILDING A BRAND WITHIN A BRAND

When Disney sold Family Fun Magazine to Meredith in 2012, we faced an urgent challenge: completely rebrand and relaunch the digital presence in just six weeks while managing templates for tens of thousands of content pages. Rather than executing a traditional redesign that would soon require a mobile update, I recognized the shifting landscape of content consumption and proposed a bolder approach.

I led my team through an ambitious dual process—simultaneously managing both the comprehensive rebrand to "Spoonful" and implementing Disney's first-ever responsive website design. This forward-thinking strategy ensured the platform would deliver an optimal experience across all devices from day one, despite the extraordinary time constraints.

The aggressive timeline required exceptional coordination between design, content, and development teams. We created new design systems that maintained Disney's quality standards while adapting fluidly to different screen sizes—an approach that was still cutting-edge in 2012. The work represented a significant technical milestone for the company's digital evolution.

The portfolio examples below showcase the execution style guide we developed, demonstrating how we transformed Family Fun's established brand equity into Spoonful's fresh identity while pioneering responsive layouts that would seamlessly serve Disney's audience across emerging mobile platforms.