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Creating the visual identity for Willie’s Wonder Hotel included designing a lookbook, website, and a series of products using AI-generated imagery to bring the concept to life.
Location
Las Vegas, NV
Concept
Vintage animation and 1920s steamboat era, inspired by the charm and whimsy of Disney’s Steamboat Willie.
Goals
The overall look of the hotel should be stylish and fashionable.
There should be an established unique identity and an immersive, cohesive theme.
Target Audience
Disney enthusiasts
Families
Vintage lovers
Animation aficionados
Seeking a unique, entertaining stay with a hint of nostalgia in the heart of Las Vegas.
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Strategy
Since the hotel is inspired by Disney’s Steamboat Willie, the strategy was to use a playful and bright color palette that matches the vintage Disney aesthetic to appeal to families and create a sense of fun.The hotel’s interior had to have era-authentic Art Deco styling and integrate authentic 1920s design elements—such as metallic accents and opulent textures. This will seamlessly blend with the animated, whimsical details of Steamboat Willie.
The design strategy was also to use character-driven typography and graphics incorporating bold, vintage-inspired fonts and Mickey Mouse graphics reminiscent of early Disney animation.
Additionally, the strategy was to incorporate patterns and decor motifs drawn from steamboat imagery and Steamboat Willie iconography—like portholes and nautical symbols—to pay homage to the cartoon while maintaining a cohesive, themed aesthetic across all spaces.
LOGO
iconic mickey mouse head and ears
The logo transforms a boat’s steering wheel into the legendary Mickey Mouse head icon, showing that this hotel is inspired by Disney and nautical elements.
thick lines
Uses thick, bold lines reminiscent of vintage 2d animated cartoons like Steamboat Willie.
playful, disney-esque type
The typefaces, Viktor Script and Phosphate, are reminiscent of vintage animated film posters and match Disney’s playful nature.
registered trademark
Includes the registered trademark symbol to make the brand appear more realistic.
TYPOGRAPHY AND COLOR PALETTE
The fonts used for the hotel’s branding are Viktor Script and Phosphate, which are used in the logo, and Gill Sans Nova, which is used for the headings and body copy. These fonts have a timeless, vintage feel and are playful enough to match the hotel’s mood. All headings and subheadings are fully lowercase to evoke a friendly, soft, and welcoming atmosphere.
The color palette consists of bright, playful, warm colors inspired by vintage Disney aesthetics, such as old advertisements for Steamboat Willie. This color palette will appeal to families, particularly those with younger children, and create a sense of fun.
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The Guest Suites
Vintage-Inspired Decor
Each guest suite is a cozy, black-and-white homage to classic cartoons, complete with Art Deco touches, sepia-toned wallpaper, and plush velvet furnishings that capture the elegance of the 1920s.
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themed pattern
Patterns and motifs drawn from steamboat imagery and Steamboat Willie iconography, such as Mickey Mouse and the hotel’s submark.
lowercase typography
Headings and subheadings are completely lowercase to emphasize a friendly, approachable atmosphere.
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SPA-QUALITY BATHROOMS
Outfitted with luxurious soaking tubs and nautical-inspired fixtures, plus bath products scented like “sea breeze” and “citrus splash” for an immersive getaway.
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ROOM SERVICE FAVORITES
A special “Willie’s Favorites” menu offers late-night comfort eats like the Steamboat Burger and Toon Town Sundae, delivered with a smile from staff dressed as bellhops straight out of a vintage film.
THE Wheelhouse
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The Wheelhouse, Willie’s Wonder Hotel’s signature dining spot, is a nostalgic nod to riverboat charm and classic American eats, with just the right dash of whimsy. Stepping into The Wheelhouse feels like boarding a 1920s dining cruiser: cozy booths, vintage nautical décor, and gentle jazz tunes set the tone for a meal as memorable as the setting. Known for its elevated twist on classic comfort foods, The Wheelhouse serves up dishes like “The Captain’s Catch” – a fresh, locally-sourced seafood platter perfect for sharing – and their famed “Steamboat Burger,” layered high with caramelized onions, thick-cut smoked bacon, and aged cheddar on a brioche bun.
Each dish is crafted to capture the spirit of a time when food was hearty, simple, and always served with a smile. The Wheelhouse offers a dining experience as lively and charming as Willie himself, where every meal is a bit of animated magic brought to the plate.
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Toon Pool
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Toon Pool is where the fun of Willie’s Wonder Hotel makes its biggest splash—a pool experience straight out of a cartoon! The pool itself features clever underwater lighting that casts waves in a vintage film reel pattern, while hidden speakers play jazzy tunes and classic cartoon sound effects that make every dip feel like a scene from Steamboat Willie.
Activities
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STEAMBOAT CINEMA NIGHTS
Each evening, the hotel’s rooftop transforms into an open-air theater where guests can watch black-and-white cartoons and vintage films projected onto a screen. Guests can sit in lounge chairs while watching.
(Refreshments include popcorn and vintage-inspired snacks like mini soda floats. Films are rotated regularly to include both classic animation and 1920s silent films.)
ANIMATION STATION WORKSHOP
Guests can step into the animator’s shoes and create their own simple, hand-drawn cartoon strip or try their hand at flipbook animation. They’ll get to experience the basics of early animation techniques, like stop motion and cel drawing, under the guidance of an instructor.
(Includes mini sketchbooks and light tables; guests can take home their animations as souvenirs.)
WILLIE's WONDER BOAT RACES
Guests can participate in mini boat races in the pool using hand-painted, remote-controlled model steamboats styled after Willie’s iconic vessel. Competitors race to complete a miniature obstacle course.
(Winners receive a commemorative “Willie’s Wonder” captain’s hat or mini trophy.)
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lookbook
website
