It’s always fun visiting the vendor floor at Midsummer Scream and finding new artists and small businesses to follow.
This year, my favorite discovery was Heidi Moreno, aka Heidiroo—one I’m apparently late to judging by the number of friends who already follow her Instagram. When I walked up to the booth, this pumpkin print immediately caught my eye for its “Over the Garden Wall” vibes.
And that makes sense because Heidi, a Los Angeles-based author/illustrator, says she likes to create art for characters and the world they live in. I 100% want to step into the world this jack-o-lantern scarecrow lives in because it looks magical.
Her work also qualifies for what you’d hang on the wall to have yourself a spooky little Halloween. 👻🥰
Check out some of my favorite pieces!
Halloween Hunting with Heidi Moreno
Note: Heidi releases her artwork in shop drops, so it’s a good idea to follow her on Instagram. While I am featuring a number of past designs from her Instagram and website (and dropping in names to identify art, these aren’t necessarily the names of the pieces), not all are available for purchase at the time of posting.
Bat Boy
The most darling, dapper bat boy around the pumpkin patch. I love his spider friends with extra-long legs.
Trick-or-Treaters
There’s something about Heidi’s work that also evokes Charles Schultz’s style, like this line of trick-or-treaters from Inktober 2020.
Flying Ghosts
Heidi says on her website she tries to bring forward memories from her childhood. For me, this textured sky with flying ghosts makes me think of playing Yoshi’s Story on N64.
Luna Oscura
I mentioned in the intro that Heidi is also an author…and this is one of her two books! “Luna Oscura” is about a community of cats deep in the forest that has ostracized Luna because of superstitious beliefs. GET IT HERE
This is Halloween
As soon as I saw the sticker version of this on Heidi’s table at Midsummer Scream, I knew it had to come home with me. Trick-or-treating rocked, but I also loved coming home and sitting at the kitchen table with my little brother as we sorted through our candy and made trades.
Cozy Crow
Petition for more crows in Halloween artwork, please. This dapper little guy makes me excited for chilly fall nights in Minnesota.
Ghost Bookmarks
Spotted from last year’s shop drop! Again, you’ll want to keep an eye on Heidi’s Instagram for when goodies like this are released this season.
Pumpkin Wizard
I’d like to think this guy was still hiding in that barn dance scene of “Over the Garden Wall”, waiting to come out and impress everyone with his magic.
Ghost Jar
This would be year-round decor for me, with all the florals and colors that aren’t outright Halloween. I like what my friend Nikk says: ghosts aren’t seasonal!
Trick-or-Treating Kitty
And finally, here’s one for my cat lovers. I like how this little guy looks like a corduroy plushie.
WHICH ITEM IS YOUR FAVORITE?
Let me know in the comments! And don’t forget to visit the Heidiroo website because the items I shared are just the beginning of the treats available. If you enjoy her work, consider joining her Patreon as well.
Looking for more small businesses to support? Here’s who has been featured so far this season:
Want even more? Check out the shops I featured in this series last season:
