Madame Leota's Somewhere Beyond

As Lead Graphic Designer, I was responsible for the environmental graphic design and signage package for Madame Leota’s Somewhere Beyond, a newly introduced Haunted Mansion themed retail experience that extends the story of Madame Leota the Haunted Mansion’s resident medium. The environment was designed to feel like a natural continuation of her mystic presence, inviting guests deeper into her world through layered storytelling, visual clues, and atmospheric detail.

From early visioning through final installation, I established the graphic narrative framework that guided guest movement and interaction throughout the space. Responsibilities included defining project scope, developing original concept proposals, and designing a cohesive system of environmental graphics, signage, and story driven moments that expanded Madame Leota’s character and lore while supporting merchandising and wayfinding. Graphic elements were carefully integrated with architecture, set design, lighting, and props to reinforce the sense that guests had stepped into a place touched by her influence.

I collaborated closely with creative, architecture, retail, fabrication, and construction teams to translate creative intent into buildable and durable solutions. This included producing detailed design documentation, coordinating materials and finishes, and partnering with vendors throughout fabrication. I reviewed and approved vendor submittals and shop drawings, provided on site installation oversight, and addressed field conditions in real time to maintain design integrity, quality, and schedule.

Throughout the project, I ensured all graphic elements upheld Disney standards while deepening narrative cohesion and guest engagement.