Hershey’s Chocolatetown
Brand Design | Art Direction | Motion Design | Environmental Design | Video Production
Hersheypark's new $150 million arrival experience needed a distinct identity that balanced sweet nostalgia with modern style, capturing the essence of "Where Fun Meets Chocolate."
The Logo
Inspired by chocolate and Milton Hershey's legacy, I designed a logo that evokes the early 20th century. It radiates warmth, nostalgia, and a sense of history. The customized typeface in the logo can be enhanced with a drop shadow that adds a hint of subtle sweetness.
The Brand
To support a multi-year promotional campaign and a 23-acre expansion, I created design elements. They include patterns, illustrations, and a color palette. These complement and expand on the logo and include many sweet nods to Hershey's chocolate.
The Teaser Campaign
In October 2018, we began a multi-year hype campaign. We invited local media to an event featuring a giant chocolate key to encourage them to join us. We engaged our audience at home by releasing a teaser trailer. We also drizzled our website in chocolate to build excitement for the announcement.
The first social media teaser to begin the hype campaign. It features the original 1970 recording of the Hersheypark Happy theme song, alongside historic moments from the Park’s history
The Construction Campaign
To keep our audience eager for Chocolatetown's opening, we engaged them for over a year. We shared construction updates and videos. And teased our upcoming dining experiences, and showcased the region's history.
I storyboarded, directed, and edited this video— meant to juxtapose the ongoing construction with the future fun experiences to be shared
The Shop Logos
Chocolatetown's shops and restaurants are a key part of the new Park region. These logos should feel related to the Hersheypark and Chocolatetown brands.
The Compass Reese
I developed hardscaping concepts for Chocolatetown's entry plaza during the architectural planning phase. One area, over 80 feet in diameter, would become the Compass Reese - a sweet spin on a traditional compass rose. This space now tells Chocolatetown's story. It highlights Milton Hershey's greatest achievements in chronological and geographical order.
In order to create an informational hierarchy, I spent a lot of time developing an organizational system for this monument to Milton Hershey's historic achievements — by location and era of his life. →
Each plaque is organized in these era rings, and are oriented so that the viewer is looking in the direction of the landmark mentioned.
The Compass Reese complements other candy-inspired hardscaping details like a Kisses planter and Hershey’s tiles
The Town
Over three years, I collaborated with architects, signage vendors, and stakeholders to help oversee construction of Chocolatetown. I chose building materials and designed interior graphics that aligned with the brand vision.
I also created all of the interior graphics for the new buildings in Chocolatetown. These were designed to be bright, engaging, and get guests excited for the day ahead
There’s more where that came from!
-
![]()
Hersheypark Season Passes
In order to entice Hersheypark’s VIPs to embark on an adventure of unlimited fun and thrills, I created a versatile sub-brand that complements the experiences guests look forward to all year long.
-
![]()
Candymonium
The 15th coaster at Hersheypark is the sweetest in the world, and it needed a name and identity to tease, hype, and launch this one-of-a-kind thrill.
-
![]()
Jolly Rancher Remix
Rejuvenating a classic roller coaster with a fresh coat of paint (literally and figuratively).
-
![]()
The Chocolatier
Brand development, environmental design, and art direction for Hersheypark's flagship restaurant, The Chocolatier.
