Macy’s Holiday Celebrations: Building the World

One season. One name. One expanding world.

Macy’s had long created some of America’s most beloved Christmas experiences, but they existed as separate events rather than one connected brand. I created the name “Macy’s Holiday Celebrations” and the strategy for bringing them together—uniting Santaland, in-store and online experiences, marketing, the Thanksgiving Day Parade, product, copy, and interactive moments within one flexible holiday world.

Rooted in Macy’s authentic place at the center of America’s relationship with Santa Claus, the identity needed to feel rich, lived-in, and genuinely magical. I led the creative direction, partner and internal-team management, and full rollout—developing the original system with Carpenter Collective, integrating Tiptoe across Macy’s seasonal storytelling, and expanding the work around the real needs of teams throughout the organization.

What began as a name became a scalable brand platform connecting Macy’s people, channels, experiences, and traditions into one unmistakably magical season.