Building relevancy
To build cultural relevancy into Macy’s private brand portfolio, we developed ten new brands from the ground up, and modernized nine others. One of the most breakthrough 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 brand heat and market share—proving 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
Executive creative direction