For the Reese’s Pep Rally event, I led the design of a wide range of event graphics that strategically brought the brand’s bold, spirited identity to life through an immersive in-store experience. With the goal of reinforcing brand love and driving foot traffic through joyful, high-energy visuals, the campaign needed to feel instantly recognizable, playful, and rooted in nostalgic school-spirit themes. I designed large-scale stage backdrops, a custom tuba cover, oversized buttons, branded signage, and two themed floats—one for Reese’s U and one celebrating the iconic Big Cup—each intentionally crafted to amplify Reese’s core personality: cheeky, bold, and joyfully over-the-top. The creative strategy focused on maximizing visual impact across every customer touchpoint while ensuring flexibility for production and in-store constraints.

I approached the design process through a layered, iterative framework—starting with loose concept sketches to explore ideas around motion, scale, and character. These quickly evolved into high-impact mockups that tested color blocking, tactile textures, and larger-than-life proportions designed to catch attention from a distance and create buzz on social and in real life. Weekly creative reviews with the Hershey’s team ensured strategic alignment with retail goals, brand guidelines, and production specs. Each asset—from the curve of the tuba cover to the expressive movement lines on the float designs—was developed to enhance the immersive energy of the space and support cohesive storytelling across formats.

The final result was more than a visual display—it was a fully branded, high-energy campaign experience that transformed the retail environment into a school-spirit-fueled celebration of all things Reese’s. By combining strategic design thinking with detailed execution, we created a vibrant, joyful activation that deepened consumer engagement, sparked social sharing, and reinforced Reese’s as a brand built on bold flavor and even bolder fun.