Client
Santa’s Village
East Dundee, Illinois
Project Type
Visual Identity, Character Development, Branded Environment, Animated Content
Role
Creative Direction, Illustration, Animation Direction, Brand Design
Overview
Patches Pumpkin Palooza was created as a seasonal Halloween attraction during Fall Fest at Santa’s Village in East Dundee, Illinois. The goal was to design a family-friendly haunted house experience that would appeal to children while providing a strong branded presence throughout the park. It needed to feel festive and fun, not scary or dark, and support both in-person engagement and promotional storytelling.
Creative Approach
At the heart of the experience was a custom character named Patches, a cheerful scarecrow who served as the mascot for the attraction. I developed Patches from the ground up, designing every detail to be visually approachable, animated, and memorable. From the expression on his face to the patchwork in his clothing, the character was built to feel playful and iconic.
The brand identity was anchored by a bold hand-drawn logo and a color palette inspired by fall leaves and pumpkin tones. I extended the visual system across signage, environmental graphics, and event materials to create a cohesive look from entry gate to exit.
To welcome visitors, I directed and illustrated an animated intro video that played at the entrance of the haunted house. The video featured Patches making his way toward the house as cartoon rats scurried around him, adding a sense of mischief and motion that excited young guests and helped set the tone for what was inside. While I did not animate the piece myself, I created all of the artwork and led the creative direction from storyboard to final render.
Results
The final identity brought together original character design, playful animation, and strong environmental storytelling into one cohesive experience. Patches became an instant favorite for kids and a recognizable visual anchor for the Fall Fest brand. The system was used across signage, merchandise, video content, and social promotions, giving the event a strong visual voice that could scale year after year.
The project helped position Santa’s Village as more than just a holiday destination. With Patches at the center, they now had a character driven seasonal platform that brought families back in a new and memorable way.
