An annual American holiday tradition, the Macy’s Thanksgiving Day Parade calls for a brand identity that honors its rich history while resonating with contemporary audiences. For the last two parades, I have contributed to the design and production of  a refreshed visual system that captures the whimsy, scale, and nostalgia of the event. The identity combines custom typography, playful iconography, and a vibrant color palette inspired by vintage parade ephemera and contemporary entertainment design. Applications range from street-level signage and grandstand dressing to broadcast graphics, promotional materials, and social content—creating a cohesive, joyful presence across every touchpoint. The result is a modern identity that celebrates the parade’s legacy while setting the stage for its future.