Disney x Backtrack

1. Problem & Goal

Backtrack wanted to make meetings more actionable by letting users quickly generate follow-ups, summaries, and action items from their notes. The challenge was to design a chatbot interface that felt approachable, intuitive, and efficient for busy professionals.

2. Research & Inspiration

I began by reviewing Disney’s brand and design system, studying its use of color, typography, and motion-inspired layouts. I also examined how Backtrack’s brand used structure and clarity to convey trust and efficiency.

The key insight was that the collaboration should lean into Disney’s visual language to emphasize storytelling and wonder — while subtly weaving in Backtrack’s technological precision.

3. Workflow & Design Direction

I followed a structured design thinking process:

• Define – Clarified the goal of blending two brand identities into one cohesive campaign.

• Ideate – Explored multiple layout directions emphasizing collaboration and imagination.

• Design – Built high-fidelity mockups in Figma, experimenting with type hierarchy, color balance, and composition.

• Iterate – Refined based on team feedback to ensure alignment with both brand teams.

  
  

4. Iterations & Visual Refinement

Early versions used a neutral palette closer to Backtrack’s identity, but they lacked the Disney spark. The later iterations leaned into Disney’s blue gradients, whimsical curves, and star motifs, while integrating Backtrack’s typography and iconography for contrast.

This shift made the collaboration feel more authentic — emphasizing that Backtrack was joining Disney’s world of imagination, not just co-branding a post.

5. Final Experience & Impact

The final visuals were used across Instagram, LinkedIn, and internal presentation decks, including both static posts and print handouts. The designs showcased the partnership’s theme:

“The magic is in the collaboration.”

While quantitative metrics are still being collected, the collaboration successfully highlighted Backtrack’s creative versatility and ability to adapt design systems across brand ecosystems.