Elevating the brand
When I first came to Macy’s, each sale event had a different expression. Everyone agreed that stronger brand management was needed, but some had concerns that any change might compromise the equity in, and as a result, the performance of major sale events. We worked closely with the insights team to isolate the important engagement triggers, and developed a design system for each season vs. individual campaigns. This elevated the brand across all communications in the timeframe, with flexibility for promotional and trend cues to come through.
We aligned the work of all agency and internal creators through seasonal style guides. Each included the consumer insight and objective, campaign idea, and direction for voice, visuals, and channel execution.
Contribution
Executive creative direction. Led the cross-functional transformation strategy and implementation.