Confidence mode
Style is a powerful tool for self-expression, and the right look can unlock your confidence in any situation. Your personal brand depends on it.
Macy’s contemporary customers were looking to entertainers, artists and athletes for inspiration, and to Macy’s for an affordable way to express their individuality. Enter Mode of One, a new private label brand with a cool and casual vibe, a total wardrobe solution with everyday essentials and statement pieces easily combined for any mode you’re in.
The project included brand positioning and identity, packaging, collateral, digital experience, and a social-first launch campaign designed to build confidence with this customer through the power of celebrity talent and influencers.
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.
The brand identity
Primary logo (stacked)
Color palette
Primary logo (horizontal) and secondary mark
Hangtag
Packaging
The impact
The Mode of One brand filled a gap in Macy’s private label portfolio for contemporary customers, and the social-first launch campaign led to incremental sales and market penetration.