In writing for the series, Greenwald stated that he would strive to incorporate experiences unique to New York. He frequently remind the writers of the series not to include characters visiting a shopping mall, as there are no malls in Greenwich Village. Greenwald wrote the family's business as a sandwich shop, as he aspired to own a deli himself. Murrieta said that the writing of the Russo family as mixed-race was inspired by his own background. He said that the contentious relationships between the siblings was reminiscent of his childhood. Greenwald stated that even since the unaired pilot, the brother-sister dynamic was the heart of the show. While magic was used as an "extra twist", the series was designed to be relatable by mainly depicting stories about family, friends and growing up. Murrieta explained that he enjoyed allowing the characters to age, referencing Justin graduating from high school. Greenwald stated that the episode "Make it Happen", in which Alex starts a band, was a concept suggested by Disney executives to add music to the series. He said it was "weird" and that the episode strayed too far from the central premise of "Wizards".