Hershey
Hershey
Nine years as art director leading creative for Hersheypark across digital, print, and on-property channels.
Mobile ticketing redesign
Rebuilt the ticketing flow around guest intent, mobile-first. Cart abandonment dropped from 71% to 38%.
Unified brand system
Developed a flexible system supporting rides and seasonal campaigns under a single visual framework.
Team
Grew the in-house team from 5 to 15 designers and brought production work in-house from external agencies.
On the design
The visual system was built to stretch across nine years of campaigns — bold enough to sell a new coaster, warm enough to anchor a family-season campaign. A flexible type system, a high-energy color palette, and photography that puts guests at the center let rides, seasons, and ticketing all live under one identity. That guest-centered photography and commercial work was produced alongside photographers, directors, and illustrators including Mark Katzman, Jason Varney, Jessica Hische, Jon Contino, and Nick Vedros. Mobile ticketing was rebuilt around guest intent, with large tap targets, plain-language pricing, and a checkout designed for one-handed use in line.
Results
- 71% → 38%
- Cart abandonment, mobile ticketing
- 5 → 15
- In-house design team growth
- 9 yrs
- As art director
- 1
- Unified brand system
Next project
Midtown →