Alice Pleasance (Disney)
A Disney-backed lifestyle brand. One person. Built from nothing to national retail in under two years.
Designer, Photographer & Creative Director
2018–19, Sydney
Brand, Identity, Packaging, Product Design, eCommerce, Photography, Social, Print, Wholesale, POS
Disney
Alice Pleasance was a passion project backed by Kylie Watson-Wheeler, CEO of The Walt Disney Company Australia — a brief to reimagine the Alice in Wonderland universe as a premium stationery and lifestyle brand for design-conscious women aged 22–45. Think Kate Spade, not Disney Store.
Alice Pleasance was a passion project backed by Kylie Watson-Wheeler, CEO of The Walt Disney Company Australia — a brief to reimagine the Alice in Wonderland universe as a premium stationery and lifestyle brand for design-conscious women aged 22–45. Think Kate Spade, not Disney Store.
Brand & identity
Working directly with Disney, I built the visual identity from the ground up: a custom icon suite drawn from Wonderland's card deck motifs, bold colour-blocking palettes balancing playfulness with sophistication, and a seasonal tone of voice drawn from the original text. Every collection had its own world. Everything felt unmistakably Alice.
Product & production
I designed every product and piece of packaging across all four ranges - from initial concept sketches through to print-ready files, die lines, and direct liaison with manufacturers. Every decision about range architecture, colourways, and gifting bundles was mine.
Photography & content
I concepted, styled, shot, edited, and delivered all brand and ecommerce photography - both in collaboration with Disney and entirely in-house. From there I wrote copy, built the ecommerce site, scheduled and posted all social content, and created every piece of sales collateral and POS material for wholesale accounts.
Brand & identity
Working directly with Disney, I built the visual identity from the ground up: a custom icon suite drawn from Wonderland's card deck motifs, bold colour-blocking palettes balancing playfulness with sophistication, and a seasonal tone of voice drawn from the original text. Every collection had its own world. Everything felt unmistakably Alice.
Product & production
I designed every product and piece of packaging across all four ranges - from initial concept sketches through to print-ready files, die lines, and direct liaison with manufacturers. Every decision about range architecture, colourways, and gifting bundles was mine.
Photography & content
I concepted, styled, shot, edited, and delivered all brand and ecommerce photography - both in collaboration with Disney and entirely in-house. From there I wrote copy, built the ecommerce site, scheduled and posted all social content, and created every piece of sales collateral and POS material for wholesale accounts.
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