Macy’s Parade: Wrapped in Wonder

Built to keep moving.

When I led the Parade’s full rebrand in 2023, I planned for what would come next—building a rich, flexible system with enough depth to evolve across seasons, stories, and years. In 2024, I put that strategy into action, leading the identity into its next chapter and merging it more closely with Macy’s broader Holiday campaign.

I owned the evolution end to end: setting the strategy and brief, directing new illustrations and a seasonal color system, shaping copy, leading presentations and feedback, and guiding execution across the company. Each new element expanded the world established in 2023 while preserving everything unmistakable about the Parade.

Rolled out company-wide, the campaign created a more unified expression of Macy’s most important season and continued the Parade’s upward trajectory across audience, engagement, and impact—demonstrating the lasting value of an identity built from the beginning to grow.