Dia de Muertos

Thanksgiving Point’s Día de Muertos celebration ran from 2013 through 2024, evolving in both name and visual identity over more than a decade. The event began under the more commonly recognized “Día de los Muertos” name and later shifted to “Día de Muertos,” reflecting the phrasing more commonly used in Mexico. I created the original branding and continued developing the system through multiple visual iterations, adapting it across environmental graphics, campaign advertising, digital motion, stage signage, activity materials, and large-format installations. The work shown here represents the event’s final visual direction from 2022–2024. The final system used a vibrant palette, hand-drawn ornamentation, papel picado motifs, and a flexible identity that could scale from social media to the event entrance.