Hershey's

In January 2024, I was commissioned by the Hershey’s team to design the backdrop and supporting collateral for the 2024 Reese’s Pep Rally—an energetic, in-store activation celebrating the bold, playful spirit of the brand. The project began with developing the overarching art direction in close collaboration with the Hershey’s creative team. Together, we set out to translate the high-energy atmosphere of a pep rally into a dynamic 2D visual experience that would come to life within their retail environment. Our goal was to capture the excitement, movement, and school spirit-inspired charm of the event while ensuring the artwork integrated seamlessly into the existing store layout. Drawing inspiration from varsity graphics, stadium banners, and retro sports aesthetics, I crafted a vibrant visual system filled with bold typography, stylized motion lines, and layered Reese’s elements that reinforced the campaign’s personality. Every component—from the large-scale backdrop to the smaller collateral pieces—was designed to feel cohesive, immersive, and unmistakably Reese’s, transforming the retail space into a spirited rally zone that blended nostalgia with brand storytelling.

Role: Senior Designer @ Hershey | Collaborators: Matt Diehl