Macy’s Flower Show: Beauty in Bloom

A brand designed to bloom again.

I built the 2021 Macy’s Flower Show identity as a foundation that could transform with each new season. For 2022, I evolved the system into a lively, beauty-forward world inspired by the show’s setting across the Herald Square beauty floor—and designed to speak directly to the women at the heart of Macy’s audience.

I selected and directed illustrator Amrita Marino, translating her editorial voice into a major branded system. I led the strategy, brief, art direction, copy, presentations, alignment, and execution across campaign, digital, social, and product.

The result proved the identity could welcome new creative voices without losing recognition—and produced our highest-selling Flower Show product collection to date.