Creating Identity for a New Experience

The Marks

Dark Universe

2 of 9 marks

How to Train a Dragon

2 marks

Celestial Park

2 of 5 marks

Super Nintendo World

2 of 4 marks

The Wizarding World of Harry Potter

2 of 6 marks

Grouped by park land to show the range across styles — a curated 10 of the 124 total elements, 2 per land. Land assignment for Celestial Park's Guild of Mystics (not pictured here) is inferred from its visual language, not source-confirmed.

Where it shows up

Real content from universalorlando.com, captured 2026-09-02 — not a mockup or stock UI.

Project scope

Developed digital and in-park logos for Universal Epic Universe's applications and screens — rides, restaurants, and storefronts across web, mobile, maps, wayfinding, and printed materials. Every mark had to align to individual brand style guides across multiple IPs (Epic Universe, Dark Universe, Celestial Park, The Wizarding World of Harry Potter, DreamWorks' How to Train a Dragon, Nintendo's Super Nintendo World). The effort extended beyond Epic Universe, refreshing logos across Universal Studios Hollywood, Universal Studios Florida, Islands of Adventure, Volcano Bay, Universal CityWalk (Hollywood and Orlando), and Universal Studios Japan.

I planned a land-by-land reveal, one new land each month from July through November 2024, starting with How to Train Your Dragon – Isle of Berk, to build guest excitement ahead of the park's May 2025 opening. I led the team through the first two sneak peeks and set up the remaining launches.

How I approached it

• Leveraged a hybrid blend of Agile and Waterfall methodologies to manage the program.
• Built the master project plan with the creative agency owning logo design.
• Aligned Business, Production, and Legal/IP on milestone sequencing and launch-priority packages per land.
• Ran weekly stand-ups and delivery hand-offs with the agency.
• Led stakeholder and legal review cycles through to final approval.