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Background / Challenge:

Disney is an American national treasure and one of the most renowned global brands. The company’s diversified mass media and entertainment operations are headquartered in Burbank, California.

The business was originally founded on October 16, 1923, by brothers Walt and Roy O. Disney as the Disney Brothers Cartoon Studio; it also operated under the names The Walt Disney Studio and Walt Disney Productions before officially changing its name to The Walt Disney Company in 1986.


In early 1999, Disney hired us to create brand name ideas for a new on-line portal.
The selected name ‘’ was launched as a portal with content from, and Disney.


In 2013, Disney retired the logo and branding, turning the domain into a Disney-branded
landing page without a search engine.

As of 2016, some of Disney’s sites, including ABC’s network and news divisions and Disney’s cable
networks continued to be hosted on the domain.


  • B2C
  • Brand Strategy
  • Brand Naming
Northwestern Selecta

New York, NY

Miami, FL

San Francisco, CA

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