As Designer and Art Director, I developed the visual identity for the 129th Rose Parade theme, Making a Difference, centered on the idea of a rose that grew from the concrete. The concept symbolizes resilience, hope, and humanity emerging from adversity, expressed through raw textures, expressive color, and street-level mark-making layered against the Rose Parade’s iconic symbolism. Drawing from community art and lived experience, the system balances grit and optimism while honoring the Parade’s legacy. The identity was applied across parade-day materials, credentials, route signage, media assets, and experiential touchpoints—designed to connect deeply with both local communities and a national audience.