Leaves &
Legends.
An original seasonal event identity for a Universal-style theme park — designed to feel like a real, market-ready brand the moment it's announced.
A seasonal event that needs to feel inevitable.
The brief: develop an original limited-time entertainment experience that could plausibly live inside Universal's Epic Universe. The brand had to do the heavy lifting — set tone, generate desire, and stretch across every touchpoint a real theme-park program would touch: posters, social, on-property signage, food service, merchandise, apparel.
That meant solving for two audiences at once. Guests, who needed to feel atmosphere and story from a single look at a poster. And the internal team, who'd need a system rigid enough to scale across dozens of artists and product lines without drift.
Autumn nights, lantern light, a season made of stories.
The concept hinged on a tight visual vocabulary: deep teal nights, lantern-glow orange, a moon-and-maple-leaf mark, and a typographic system pairing a specialty serif (Fang) for emotional headlines with Larken and Inter for clarity. The mark sits inside an unmistakable silhouette so it reads at any size — from a souvenir lanyard to a fifteen-foot park banner.
Every secondary asset draws from a single illustrated world. The same star-field, the same leaf treatment, the same gold accents. The result is a system where every piece looks like it belongs to the same story without anyone having to explain why.
"The job wasn't to design a logo. It was to design a system that makes everything downstream of it feel like it always existed."
One system, every touchpoint.
The final program rolls out across an event poster and digital campaign, a full graphic-standards guide, food-service packaging, retail packaging concepts, and an apparel + softlines line. Each piece holds its own visually, but more importantly, each piece reinforces the same brand promise: step into an evening of storytelling, glowing autumn lights, and immersive worlds.
It's the kind of work I want to be doing more of — projects where a marketing thesis and a visual system are designed together, not stitched on top of each other.
System Artifacts
04 pieces
— 01 Standards
— 02 Food service
— 03 Product
— 04 Apparel