More than 20 years ago, New York's Z100, the most listened to pop radio station in the country, introduced Jingle Ball—a holiday concert with the year's top artists performing their #1 hits. The show quickly became the most anticipated holiday tradition with tickets selling out in minutes. Jingle Ball has since grown into a globally-recognized phenomenon-now a sold-out multi-city national tour-and a must-stop appearance for the world's biggest artists to get face-to-face with thousands of their most passionate fans.

In anticipation of 2023, the Jingle Ball brand kit received a makeover. I took the initiative to create three distinct looks, each characterized by unique color palettes and graphic elements inspired by Christmas gift wrapping paper. While there are three different aesthetics, a common thread among them is the use of string, symbolizing the act of wrapping a present and presenting a gift to the audience. The overarching objective was to offer a continually refreshing visual experience, guaranteeing a sense of novelty and anticipation with every glance. Above all, this branding serves as a key element in setting the tone for the holiday season and Christmas festivities.