On 34th Brand Launch
Macy’s saw an opportunity to add a new brand to their portfolio for women ages 30-49. My team got involved early on to create the groundwork for how the brand would appear in-stores and in the world. The photography direction was more “real life” than anything Macy’s had done before, and our brand color palette was the backdrop for all of the studio photography. The packaging was clean and simple, and in-store we featured lots of signage to tell the ethos of the brand and the reasons to love specific products. This emphasis on brand identity and product storytelling was a big shift for Macy’s private brands and On 34th became the roadmap for how to launch brands going forward.
Role: Created VIS (using existing logo), designed store visuals, packaging and digital assets from concept to delivery
