Macy’s Parade - Event Collateral

The streets of New York City come alive each and every Thanksgiving morning as excited families (over 3,000,000 people in total, to be exact) line up to catch a glimpse of their favorite stars, balloons, floats, and performers. In addition to these families, Macy's grants tickets to over 30,000 select fans, employees, and sponsors, ultimately crafting one of the city's largest - and certainly most magical - live annual events.

Producing an event of this magnitude requires an intense amount of creative collateral, and in crafting these pieces I set to simultaneously represent the official nature of the Parade as a secure event alongside the more festive, fanciful nature of the brand and our ethos. Upon working with the Macy's Parade, I set to amplify the brand as as singular, unified voice along all channels, each and every time our guests interact with us, across hundreds of unique pieces.