Macy’s Flower Show: The Brand Takes Root

A floral celebration of fortitude.

In the midst of the pandemic, the Macy’s Flower Show faced an unprecedented reset. We scrapped the original theme and had less than six months to reimagine the nearly 50-year-old New York tradition as a smaller, Covid-conscious experience—one that could still feel lush, transporting, and unmistakably Macy’s.

I led the creative development of the show from theme and senior-leadership presentations through the complete brand and physical experience. Working across 2D and 3D, my team and I created an integrated world spanning identity, campaign, digital, social, video, product, signage, marquees, collateral, and environmental graphics.

The system positioned the Flower Show alongside the Thanksgiving Day Parade for the first time, drawing upon the equity of Macy’s most iconic event while establishing a voice of its own: dignified, floral, festive, and fabulous. Designed to extend beyond a single season, it became a foundation the brand could evolve in the years ahead.

What emerged was more than a pandemic-era compromise. It was an optimistic gift to New York City—a celebration of growth, color, resilience, and the belief that brighter days