Macy’s Parade: A Jubilant Return

A jubilant return, thoughtfully made.

For the 95th Macy’s Thanksgiving Day Parade—the first following the arrival of COVID vaccines and a return closer to the Parade’s true form—I pitched an expansive evolution of its identity. The moment called for joy and spectacle, but also care: a campaign that could honor the weight of what we had lived through while inviting everyone to gather and celebrate again.

I selected Carpenter Collective and led the internal creative team across strategy, briefs, art direction, copy, presentations, feedback, alignment, and execution. Together, we expanded the Parade’s visual world with new illustrations, a fresh advertising campaign, limited-edition product, and a flexible system built to move across the company and beyond.

The result brought the identity I had originally helped create for the Parade into its fullest expression yet—adaptable, unmistakably Macy’s, and alive with the energy of a city finding its way back to celebration.