Hershey’s Chocolatetown
Brand Design | Art Direction | Motion Design | Environmental Design | Video Production
This $150 million arrival experience at Hersheypark needed an identity that could blend sweet nostalgia with modern sensibilities that represented the future of Hersheypark and where Fun Meets Chocolate.
The Logo
Inspired by chocolate and Milton Hershey’s legacy, I aimed to design a logo that evokes the essence of the early 20th century— radiating warmth, nostalgia, and a sense of history. The logo utilizes a customized typeface, and can be complemented by a drop shadow that adds a subtle touch of sweetness.
The Brand
In order to support a multi-year promotional campaign and the breadth of a 23-acre expansion, I created supplemental design elements like patterns, illustrations, and a color palette that complements and expands upon the logo and features lots of sweet nods to Hershey’s chocolate.
The Teaser Campaign
In October 2018, we kicked off our multi-year hype campaign by inviting local media to an event, featuring a giant chocolate key to encourage them to join us. We got our audience at home involved by releasing a teaser trailer and drizzling our website in chocolate in anticipation of 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 eagerly anticipating the opening of Chocolatetown, we consistently engaged them for over a year with construction updates and videos teasing our upcoming dining experiences and showcasing the historical context of the region.
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 retail and dining experiences are a significant aspect of the new Park region. These logos were designed to feel related to the overarching Hersheypark and Chocolatetown brand.
The Compass Reese
During the architectural planning process, I worked on concepts for the hardscaping elements in the Chocolatetown entry plaza. One of these areas was 80+ feet in diameter, which would become the Compass Reese— a sweet twist on a traditional compass rose. This space now tells the story of Chocolatetown by showcasing Milton Hershey's greatest achievements arranged chronologically and geographically.
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
I spent more than 3 years working with architectural firms, dimensional signage vendors, and other stakeholders to oversee the construction of Chocolatetown. I ensured that every detail, from building materials to interior graphics, aligned with our 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.
