Macy’s 4th of July Fireworks 50

50 years. A live event, a broadcast, a campaign system.

I led and shaped the identity system for the 50th anniversary of Macy’s 4th of July Fireworks in collaboration with creative powerhouse Pentagram, designed to flex across broadcast, live event, retail marketing, social, OOH, digital, partnerships, and more — all while adapting to evolving goals and timelines in real time.

The challenge was creating a system with enough structure to stay cohesive, but enough flexibility to move with the scale and complexity of a project this large. Always less “designing a logo,” more building a strategy-first ecosystem. Recently launched across Times Square, NYSE, broadcast, digital, and beyond as part of Macy’s “50 Days Until 50” campaign.

Project page under construction.