Macy’s Fireworks: Brand New

A sequel with something new to say.

Rather than replace the world we created in 2021, I conceived the 2022 Macy’s Fourth of July Fireworks identity as its next chapter—louder, more expressive and bursting with downtown New York energy. Inspired by the fearless joy and kinetic spirit I’ve always loved in Keith Haring’s work, the system brought fashion, attitude and unrestrained optimism to an American tradition.

I re-engaged and managed Jon Contino, directed my internal creative team and owned the work end to end: strategy, brief, concept, art direction, copy, presentations, feedback and execution. The identity expanded across the live event, stage, out-of-home, digital, social, credentials, hospitality and limited-edition pieces. I even created a companion playlist to give the world its own soundtrack.

Broadcast still operated separately at this point—a boundary I would later help eliminate—but everywhere else, the campaign proved that a successful identity could evolve without losing what made it special. Brand New captured the result best:

“…The identity features two bad-ass typefaces with a lot of personality and a little of that New York no-bullshit attitude but it never gets overly serious as complemented by the fun spot illustrations and graphics that depict everything from NYC classics like pretzels and hot dogs to an eagle wearing shades, along with some fun typographic badges like the neon-esque “NYC”. Overall, what you see is what you get and what I see is unadulterated visual fun, so props to Macy’s for going with this.” - Under Consideration’s Brand New