Building confidence
For the overhaul of Macy’s private brand portfolio, we modernized nine of them from light touch to full redesign, and developed ten new brands from the ground up. One of the most unique was Mode of One, designed for the individual who sees style as a powerful tool for self expression. Inspired by the entertainers, artists, and athletes they followed, the contemporary brand identity and social-first launch campaign delivered incremental sales and market share—proving their confidence in the brand, and in Macy’s as a source for contemporary style.
Founder of The Brooklyn Circus menswear brand Ouigi Theodore styled the campaign, and shared his take on the collection for paid social and digital media.
The launch party at Classic Car Club Manhattan brought NBA players Jalen Brunson and Josh Hart of the New York Knicks together with Atlanta-based barber VicBlends, and chef Kwame Onwuachi to promote their confidence in the brand in social feeds.
Contribution
Led creative agency for brand identity, and internal creative studio for campaign strategy, creative development and execution.