Halo Top Pops — Valentine’s Day
Pop-Up Campaign

Role: Designer & Illustrator
Focus: Experiential campaign, brand storytelling, illustration

Overview:
Created the visual identity and illustration system for Halo Top’s Valentine’s Day pop-up activation at Grand Central Terminal, where 30,000 samples of Halo Top Pops were handed out to commuters in a one-day event celebrating love, humor, and ice cream.

Creative Approach:
The concept played with the theme of relationships and flavors, pairing Halo Top’s signature personality with witty, relatable storytelling. Each flavor corresponded to a relationship status — strawberry cheesecake for singles, peanut butter swirl for taken, mint chip for “it’s complicated,” and chocolate chip cookie dough for the hungry.

I developed playful, character-driven visuals and typographic layouts that made each flavor feel like a distinct personality. The tone was vibrant, cheeky, and inclusive — inviting passersby to laugh, engage, and share.

Key Deliverables:

• Illustrated and designed flavor-specific visuals used across pop-up signage and sampling booths.

• Created a unified graphic system that balanced Halo Top’s fun, irreverent tone with seasonal storytelling.

• Supported brand presence through a cohesive look and feel across digital and physical touchpoints.

Impact:
Helped transform a simple sampling event into an interactive Valentine’s experience, drawing crowds, generating social buzz, and reinforcing Halo Top’s identity as a playful, people-first brand.