Dateline: July 2021, Manhattan Island. After more than a year of strict pandemic lockdowns and newly sprouted grey hairs, New York City emerges from a quiet and unrecognizable slumber. Restaurants, bars and public spaces come alive with a frenzied shuffling of wide-eyed human beings anxious to make up for time lost. The Mayor of New York uses a large red stamp to approve the beloved and annual tradition of the Macy's 4th of July Fireworks Show, deeming it the first major public event to celebrate New York City's triumphant return to normalcy. The night sky is illuminated by flashing and flowering neons as rooftop crowds cheer with a jubilant sense of relief. Great times are had by all. And then in 2022...we did it again.
Art Direction: Tanner Glaves
Deliverables: Brand, identity, illustration, environmental graphics
2021 Primary Logo Mark
2022 Primary logo Mark
In-store motion graphics located within Macy's most iconic location NYC's Herald Square
In 2021 the fireworks show was dedicated to the grittiness of New Yorkers and a return to a somewhat-normal lifestyle. In 2022, Macy's and New York City celebrate life and community with fireworks and live musical performances to capture the energy of a city anxious to fully recover.
In preparation for live music and bigger crowds, a complete stage setup was designed for placement on the waterfront—Something that would have been unimaginable during 2021's celebration.
Two custom fonts were designed to honor some of New York City's most familiar type styles while still maintaining the style of the identity.