Hershey

I was commissioned by Hershey’s Times Square to reimagine their New York City skyline illustration with distinctly themed seasonal twists—first for Halloween and later for the holiday season—transforming a familiar scene into festive, brand-aligned centerpieces for their campaign toolkits. For Halloween, the goal was to evolve their existing artwork into a spooky and playful version that still felt unmistakably Hershey’s. I infused the skyline with whimsical Halloween elements that brought the city to life after dark: glowing jack-o’-lanterns perched on rooftops, swirling bats between skyscrapers, and looming shadows that added depth and mystery. Hershey’s iconic Halloween candies, from Reese’s pumpkins to Kit Kat bars in orange and black wrappers, were illustrated and cleverly tucked into the scene as delightful surprises. A dusky purple-orange sky replaced the original background, casting an eerie glow over the city. The palette shifted to deep purples, burnt oranges, and shadowy blacks to heighten the Halloween drama.

For the Christmas version, I reimagined the same skyline under a blanket of snow, swapping eerie tones for a warm, festive glow. Twinkling holiday lights wrapped around skyscrapers, candy canes lined snowy rooftops, and classic Hershey’s seasonal treats—like red and green Kisses, Peppermint Bark, and holiday-wrapped Reese’s—were sprinkled throughout the cityscape. I introduced a rich holiday palette of deep reds, frosty blues, and shimmering golds, along with a starry winter sky that added a touch of magic and wonder. Both illustrations served as vibrant, seasonal showcases for Hershey’s Times Square—capturing the energy of New York while celebrating the spirit of each holiday in a way that felt joyful, imaginative, and distinctly on-brand illustrations.

Role: Senior Designer @ Hershey | Collaborators: Matt Diehl