Design Engineering
Showcase 2022

Storyland Studios

Themed Entertainment Design
Theme Park Concepts
Project Management
Iterative Design
User-Centred Design
Guest-Centred Design
Concept Design

Project Details

Rebecca Allday
International Office
Creative Intern
Media and Communications

Storyland Studios is a design and production firm, creating immersive themed experiences and environments, such as theme parks, resorts and visitor attractions. The main team is based in California, but I worked in the International Office in London as a Creative Intern. I represented Storyland in project managing a theme park gameplay project with an external client, as well as providing research and design support for multiple projects, collaborating with the strategic and creative teams.

Logo storyland studios color Rebecca the Nerd

Role And Contributions

My main responsibility within Storyland was as a designer and project manager in creating an in-park gameplay system for the ‘first theme park you can play’, working with an external client team. I approached the project through a guest-centred design lens, using theme park guest and video game player analysis data to shape concepts for key gameplay elements. The team took an iterative design approach, wherein I would present my ideas through text, infographics and sketches, and we would evaluate these in a team discussion and brainstorm improvements. I worked to create a strong foundation for a cohesive gameplay system and will be leaving behind a clear starting point for further development, in what is an innovative new area for themed entertainment.

I also contributed to multiple other key projects, working closely with the International Office Team, as well as project managers and creative leads to deliver work, including:

- Creating and managing content for strategy decks to present concepts to clients

- Team brainstorming early concepts for theme park attractions

- Co-designing a winning themed district landmark as part of an internal design competition

- Researching, analysing and presenting benchmarks for new concepts

- Designing tailored introductory decks for potential new clients

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Infographic 300 Allday Rebecca the Nerd