Kevin Ramirez

Disney Star Darlings

Disney Star Darlings is an original global tween girl property created in 2015. It encourages girls to harness the power of their individuality, focus on the power of making positive choices, and shows that anything is possible! The story begins on Starland, where a major crisis is afoot, and 12 unique girls from the prestigious Starling Academy are chosen to be the first student Starlings to venture to Wishworld (Earth). Determined to succeed, the girls show courage and resourcefulness as they guide their wishers on Earth to achieve their dreams.

As part of the New Intellectual Property team, we were responsible for the concept, development, and sustain of the franchise. My role included:

  • Design Lead: Set the visual and branding design for the franchise
  • Aided in Product and Content Development
  • Project Management
  • Marketing


The Franchise Development Toolkit is an all-encompassing resource for the intellectual properties we create. Because our IPs are multiplatform transmedia narratives, this living resource provides robust information on editorial/story guidelines, art direction, design elements, and legal & technical specifications to aid all product development teams and keep branding cohesive. Below are select pages from the toolkit.


The Franchise Styleguide, created as part of the toolkit, helps to support branding for each IP we create. The guide provides multi-purposeful patterns, frames, borders, backgrounds, icons, snipes, and miscellaneous design elements to aid all lines of businesses (marketing, social media, product development, digital/web, books, a/v, apps, magazines, etc.) . These items are separated into general and character-specific elements to support storytelling.



digital assets

album covers