🎪 The Big Idea
For Intuit’s 2025 Halloween celebration in San Diego, the theme was Vintage Carnival Halloween — a perfect mix of eerie spectacle and turn-of-the-century showmanship. The goal was to create a visual identity that felt like stepping into a haunted big top, where every detail whispered mystery and mischief.
🎨 The Creative Concept
The centrepiece of the campaign was a custom-illustrated logo in the style of etched tarot cards — ornate, hand-drawn linework paired with bold, vintage lettering. A skeletal ringmaster, top hat tipped, welcomes you into a world of carnival curiosities, while flanking hands pull the “Halloween” banner into place.
For the poster and email/web header, the scene opens inside a dimly lit carnival tent — deep crimson drapery framing a macabre cast of characters: a skeletal showman, a sinister grinning clown, and a masked figure in plumed headwear. The glowing eyes and shadow-drenched background evoke an atmosphere that’s both inviting and unsettling, pulling viewers deeper into the event’s world.
đź› The Process
Working as designer, my scope covered:
Logo Design – Etched illustration style with tarot-inspired motifs and hand-rendered typography.
Poster Design – Full-scene composition blending vintage carnival textures with dramatic, cinematic lighting.
Email & Website Header – Responsive adaptation of the hero artwork for digital use.
Every element — from the skeletal hand lettering flourishes to the candle-lit logo embellishments — was designed to feel tactile and timeless, while the character lineup gave the event a strong narrative hook. The final artwork is now proudly displayed at Intuit’s premises in San Diego.
