PORTFOLIO

The Walt Disney Company

I had the honor and privilege of working for the Walt Disney Company for nearly a decade, with the majority of my tenure spent with Premium Services leading Member Communication for Golden Oak at Walt Disney World Resort and Club 33 at Walt Disney World Resort. Below are a few highlights of my work there (including graphic design, and writing).

Newsletter & email campaign design and copywriting for affluent Club Member audiences

Eyes & Ears

I did quite a bit of ghost writing for Eyes & Ears and Disney Parks Blog during my career with Disney, but I happened to find this cherished relic from 2012, where you can see my byline featured from an Eyes & Ears issue that year when I was an intern! So fun :) Though my writing has matured since then, this was fun to look back on!

Click image below to expand :)

Logo Design

Though not a professional illustrator by trade, I am very proficient in the Adobe Creative Suite and designed the following logos.

Professional Photography

I have a personal passion for photography and often enjoyed bringing those professional-level skills and equipment to my work at Disney! Photography in this capacity often included merchandise photography for Club 33 and Golden Oak, as well as food and beverage photography to be used to promote new menu items at the Golden Oak Food and Beverage locations and Club 33 Lounges.

If you would like to view other photography work outside of Disney, visit www.KatelynnCarlsonPhotography.com

Video Production (at Walt Disney World)

Responsibilities included script writing for team members on camera, storyboards for videos, communication with the operations teams on location, day-of video production support, and all communications (email campaigns, social posts, print publication features with QR codes) that would feature final videos.

Taylor Morrison

‘Esplanade Living’ Magazine

Currently reaching an audience of over 12,000 Members

“Esplanade Living” is our national brand magazine, built on the belief that storytelling is the most powerful way to capture the spirit of our communities. Each issue weaves together the real moments, voices, and experiences that define life for Members within an Esplanade community.

From wellness journeys and culinary inspiration to meaningful milestones and everyday memories, every story is chosen with intention. As Creative Director of this project, I author articles, and also partner closely with our design vendor and contributors to shape these narratives into a publication that feels warm, human, and deeply reflective of the Esplanade lifestyle.

Other article samples I have written (text only):

Esplanade Lifestyle Magazines - Community Specific

241 Publications to Date - Since Launching in 2021 - Currently reaching an audience of over 12,000 Members

In addition to the annual National Magazine publication, I am also responsible for the content review and design of over 70 bi-monthly local Lifestyle Magazines. This is in collaboration with our local onsite teams at each community and a graphic designer.

I provide direct team member support with writing and content curation for each publication, as well as a high level review process of their submitted content to ensure we are maintaining brand standards at a local level.

Sample Event Blog Post

My responsibilities include sourcing and scheduling professional photography for events, and designing final image collages for blog posts and other editorial pieces. An example of one of those posts and sample image collages are below.

Executive Communications

Below are samples of sections in our magazines that feature notes from our CEO and President. The letter from our CEO was a collaborative effort between myself and our executive communications team at Taylor Morrison to fit the tone of this particular publication. The note from our President was written by me, with her final approval.

Executive Presence on Social Media

We have recently focused a more dedicated effort to growing Cammie’s (our President of Resort Lifestyle/Esplanade Resort Experiences) social media presence on LinkedIn, and are proud to have launched her official page! Below are recent posts I worked with our executive communications team on.

Press Releases & External Blog Collaboration

I have had the opportunity to collaborate closely with Public Relations teams at Taylor Morrison, contributing to various PR initiatives by developing targeted messaging and writing compelling copy that resonated with diverse audiences. My role involved working alongside PR specialists to ensure that our communications aligned with the Esplanade brand’s goals and effectively conveyed our key messages. This experience has equipped me with an understanding of PR strategies, media relations, and the importance of storytelling in building a brand’s reputation.

Esplanade Video Productions

Esplanade has a YouTube channel, and as such, video production is a core of what I do! Responsibilities included script writing for team members on camera, day-of talent direction and on-camera support, storyboards for videos, communication with the operations teams on location, day-of video production support, craft services and all communications (email campaigns, social posts, print publication features with QR codes) that would feature final videos.

Below are examples of videos I have had a direct hand in working on and producing onsite! If you can’t tell, I love video production! :)

Social Media

My responsibilities include the establishment of all community-specific Facebook pages (Currently 16 in total and growing) and admin training and management. I curate all national content that is posted on each page and provide 1/1 training to onsite team members on how to properly manage their pages once the community is established and operational.

I also partner with our Taylor Morrison corporate social media team on Esplanade-specific posts through official Taylor Morrison and Esplanade social channels including LinkedIn, Facebook & Instagram. Here are some samples of those!

Campaigns, Brand Identity Establishment & Storytelling

Esplanade boasts an array of national programming, some of which have their own brand identity under the Esplanade umbrella. Much of my role is dedicated to establishing these brand identities, in partnership with the rest of the marketing team, working with third party vendors to design brand guidelines and logos, as well as a variety of other marketing pieces. As a part of these projects, I helped review and shape messaging, contributed directly to national program and brand launches, wrote external-facing content and collaborated on campaign roll outs. One of my favorite parts of these projects are the opportunities for storytelling!

MY RESPONSIBILITIES INCLUDED:

Brand Marketing Copy SAMPLE: As an inspired offering through Esplanade Resort Experiences, Members are invited to spark their sense of adventure and immerse themselves in the wonders across the globe. This luxury travel program offers travel-related concierge services, benefits, outings and inspired itineraries that are uniquely curated around the Esplanade lifestyle, with themes of wellness, culinary, adventure, and culture.  Whether you're thrill seeking with zip lining through the Costa Rican jungle, embarking on an expedition inside the ice castles of Antarctica or staying close to home and experiencing a local excursion planned by your lifestyle team, Destinations by Esplanade promises to awaken the explorer in everyone!

Project Management of all creative design including logos, flier templates, email campaigns, social media graphics and printed materials including rack cards, brochures, posters etc.

Webpage Design - personally designed (via Wordpress) the landing page for this national program across Esplanade community websites spanning the nation. I am proficient in the basics of raw HTML coding when needed.

Click below to view full brochure. Graphic design was done by a third party vendor with artistic direction, image selection and copywriting from myself and the marketing team.

MY RESPONSIBILITIES INCLUDED:

Brand Marketing Copy SAMPLE: Created to empower wine lovers of all levels to discover, purchase and enjoy wine, SIP Wine Club gives Members access to a diverse selection of wine with opportunities to enjoy wine tastings, unique private label selections and member only discounts.  With expert guidance and unmatched convenience, everyone from those just starting to explore the world of wine to a seasoned sommelier can easily find their go-to wines or discover new flavor profiles.

Project Management of all creative design including logos, flier templates, email campaigns, social media graphics and printed materials including rack cards, brochures, posters etc.

Webpage Design - personally designed (via Wordpress) the landing page for this national program across Esplanade community websites spanning the nation. I am proficient in the basics of raw HTML coding when needed.

Custom Email Campaigns - Built in Mailchimp. Using the brand guidelines we worked on with the third-party designer, I created email campaigns to send to our audiences.