Designing Magic: Finding My Path Through Storytelling and Themed Entertainment

Disney World
Written By Carmela Andreozzi

Hi, I’m Carmela! I am a creative based in Orlando, Florida. I’ve always loved design since I was 9, without even knowing really what I was doing. I started out by making edits and digital art just for fun. My first fan account was on Pic Collage and was dedicated to Taylor Swift. I ran fan accounts for Sabrina Carpenter for roughly a decade.

I started at the Savannah College of Art & Design to turn that lifelong passion of design into a career and to learn how design can shape experiences, not just visuals. And being an unapologetic Disney Adult, I’m especially inspired by storytelling, themed environments, and work that makes people feel something.

If something interests me at all, I will dabble in it. I've done a variety of art forms from copywriting to photography to project management, embroidery, typesetting, vehicle wraps, and a dozen other odd jobs. But the three that have most stuck out to me are print design and production, social media, and content creation.

My love for print started in high school with my Graphic Communications course. It was a three year program taught at my Career & Technical school where we learned design and production. After that, I worked in print shops for years where I also found a love for project management and administration.

Within my own personal projects, I focus on creating cohesive visual stories across platforms. I have a YouTube channel which is 95% Disney videos, my mom and I host a Disney podcast, I write a blog, and I'm a little too serious about my Instagram account.

I’m most interested in themed entertainment, immersive experiences, and creative marketing, especially where design, storytelling, and audience connection intersect.

I bring both creativity and heart to everything I make. I design with intention, empathy, and attention to detail.

My background in both professional design and personal content creation allows me to think strategically while still staying playful and imaginative. I follow the direction of my own unique voice in everything I create and I create because I want to create. I stand out because I care deeply about the story behind the work, and I know how to translate that story into design and video that connect, engage, and inspire.

Even with my goal of working for The Walt Disney Company as a designer, I matter because I have and am currently taking the time to understand as many aspects of the company as I can. As a former Photopass cast member and current Attractions cast member, I learn about operations, how the company operates, how to create the ideal guest experience, and how much detail goes into every themed land and attraction. Working in the highly themed land of Pandora at Disney’s Animal Kingdom has given me so much insight into how much detail is put into every corner. Everyday guests walk by so many details that all have an intention behind them and I want to help create those details and bring them to the attention of guests so they can get the full experience. Because I am working in the land every day, I have more knowledge of the Valley of Mo’ara and everything that went into it than the normal person. Starting from the bottom up gives me the foundation that others don't have if they haven't worked in operations or themed environments.

A few of my inspirations include Marc Davis and Mary Blair, both iconic Disney artists. And Storyland Studios, a themed entertainment agency.

Marc Davis from the Walt Disney Company is one of my biggest inspirations. He is credited with the design of many iconic female characters from Cruella and Maleficent to Tinker Bell and Alice. His work shaped some of Disney’s most memorable women, earning him the nickname “The Ladies’ Man.”

Beyond animation, he was also one of the original Imagineers, helping bring attractions like Pirates of the Caribbean, it’s a small world, and Haunted Mansion to life. His ability to work in different art forms, specifically between character design, animation, and immersive environments inspires me to be a well-rounded designer and create things that last. The characters and attractions he worked on are still so iconic today and will continue to leave an incredible legacy.

The Haunted Mansion attraction was worked on by several Imagineers including Ken Anderson, Rolly Crump, Claude Coats, and more. The final mansion took bits and pieces from everyone's ideas, but I love Marc Davis's version.

While other designers intended the ride to be darker (including having a hanging man in one room), Marc Davis had a different approach. He brought in the humor and designed many of the characters for the attraction, including the Hitchhiking ghosts. Some of the concepts and art had already been created when Marc started offering his ideas, but he took the ride from having one singular "ghost bride" story to having a series of connected narratives that add so much depth and detail to the attraction.

Mary Blair inspires me through her sense of joy, color, and imagination. Her work on Alice in Wonderland redefined how emotion and story could be expressed through bold shapes and playful palettes, creating a dreamlike world. She was responsible for the vibrant psychedelic colors used throughout the movie.

That same feeling is evident in the ‘It's a Small World’ attraction. Her talent of blending simple shapes with wonder reminds me that design doesn’t have to be realistic to be powerful. It just has to evoke joy and invite people into a world that feels magical, which is crucial in Themed Entertainment Design, especially when it comes to Disney.

While definitely most known for the design of ‘It's A Small World’, one of my favorite Mary Blair pieces is a nine story ceramic mural located at Disney's Contemporary Resort. When the Contemporary was opened in 1971, it's design focused on new technologies and construction methods, including having a monorail run straight through the inside of the resort that takes you to Magic Kingdom.

When asked to design a series of murals for the Contemporary, Mary Blair combined them into one very tall mural. Her use of color in the middle of a more muted resort stands out in a way that you are unable to look at anything else. The mural appears abstract from afar, but upon closer look, you can see all the detail she provided. Her style brings whimsy, joy, and color, wherever she goes and there is definitely a special type of Disney magic within her designs.

According to their website, Storyland Studios are "purveyors of possibility." They are a unique collection of artists, architects, strategists, and problem solvers who believe in the power of story to change the world. They help business leaders create and connect their stories three-dimensionally. Their team include alumni from the Walt Disney Company, Pixar Animation Studios, Universal Studios, and LEGOLand, and are all passionate about creating immersive storytelling experiences that connect with people emotionally.

Their portfolio highlights projects for M&M's, Knott's Berry Farm, Sports Illustrated, FAO Schwartz, Lucasfilm, Warner Brothers, and the list goes on.

In partnership with Merlin Entertainments, Storyland was tasked with designing and creating the full experience of the LEGOLand Hotel in Carlsbad, California in a way that stays true to the Lego brand. Their work featured a 60 foot tall lego tower and an army of 2 foot tall lego people. Receiving praise from Lego representatives for brand accuracy and quality of theming, the hotel was completed after seven months of operation and has near 100% occupancy.

My personal statement is rooted in the belief that design should create emotion, tell stories, and invite people into fully realized worlds. That belief is directly shaped by designers like Marc Davis and Mary Blair, and by firms like Storyland Studios. Marc Davis inspires me through his ability to blend character and narrative into immersive environments. Mary Blair shows me that color and abstraction can communicate joy just as powerfully as realism. Together, their work shows that the strongest themed design balances storytelling, emotional connection, and visual clarity.

That same philosophy is reflected in Storyland Studios’ approach to immersive storytelling. Their focus on creating three-dimensional narratives that connect with people emotionally aligns with how I approach design: thinking beyond visuals and considering how guests move through, feel, and remember a space. Projects like the LEGOLand Hotel demonstrate how strong theming, brand accuracy, and playful storytelling can transform an environment into an experience. This is the kind of work I aspire to create: design that is intentional, immersive, and emotionally impactful, leaving a lasting impression and feeling long after the experience ends.

All of this points me toward a clear path: creating story-driven, immersive experiences where design, emotion, and narrative come together. I see myself working in themed entertainment or immersive branding: spaces similar to Disney Imagineering or studios like Storyland that value storytelling as much as visuals. The projects I want in my portfolio reflect that goal: work that shows world-building, character-driven design, cohesive theming, and complete experiences.

This matters now because I’m already living inside these stories. As a current Disney cast member, I see firsthand how design impacts guest experience and emotional connection. Through my Disney podcast, YouTube videos, and blog posts, covering both design and Disney, I’m actively practicing storytelling across multiple mediums. These experiences aren’t just side projects; they’re shaping how I think, design, and communicate. Right now is the moment where my education, professional experience, and creative voice are aligning, and I’m intentionally building a path toward work that creates lasting, meaningful magic.

 

Works Cited

Carmela Andreozzi
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