Macy’s Parade - Branding + Marketing

After the 90th Annual Macy’s Thanksgiving Day Parade in 2017, a triumph of tradition - and less than 3 months into my work with Macy’s Branded Entertainment - I pioneered the development of the parade’s new branding system. Playing upon the Parade’s rich history while aiming to take it to a new level of prestige, the creative is both old and new, traditional and modern, familiar and surprising, all at once. The design, which is to be featured for years to come, is both accessible and expandable, with a nod to the magic of where we’ve been and a refreshing look at where we’re headed.

In addition to the myriad of ways the Macy’s Thanksgiving Day Parade comes alive in New York City and on NBC, the event and subsequent broadcast are marketed on a national stage via Macy’s brick and mortar stores, the macys.com website, and endless social channels, print advertisements, videos, and media types galore. In collaboration with the famed Carpenter Collective, I managed and art directed a series of unique illustrations for the 2020 Parade, below, bringing our vibrant brand (and our partner brands) to life, with a focus on diversity and at home viewing. The macys.com/parade site alone hosts millions of guests each year, with annual media impressions at large in the billions.

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In Collaboration With: Carpenter Collective, Rick Pomer, Katherine Christakos, and Samantha Ketelsen

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Macy’s 95th Parade

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Macy's Parade - Product + Promotion