Macy’s Holiday Celebrations: One Holiday World

There’s nothing like Christmas at Macy’s.

Following the rebrand of the Macy’s Thanksgiving Day Parade, I saw the opportunity to bring Macy’s two largest holiday worlds closer together. I led the complete reimagining of Macy’s Holiday Celebrations—selecting and managing Mattson Creative, directing Macy’s internal teams, and shaping a rich, lived-in identity rooted in the company’s singular holiday heritage.

Built from dozens of original pieces of art, illustration, typography, product, campaign creative, and experience design, the system balanced the Parade’s joy and prestige with the warmth and wonder of Christmas at Macy’s. The result was one connected seasonal world—distinctive enough to stand on its own and flexible enough to unite events, teams, channels, partners, and traditions across the company.