Uniting the team
Leading up to the CEO succession announcement, we launched the first Macy’s, Inc. corporate identity to equally represent Macy’s, Bloomingdale’s and bluemercury. The system was designed in agile sprints, bringing a contemporary aesthetic to all communications and recruiting collateral. Within five days of the announcement, WWD reported that J.P. Morgan had upgraded Macy’s stock, and gave a shoutout to the new branding. It was a proud moment for the team, but the real win was demonstrating that the commitment to an inclusive culture was more than aspiration. It was lived.
The new logotype was designed using Macys Sans, a bold custom font developed to strengthen digital impact. The iconic star first introduced by founder R.H. Macy was moved from the apostrophe to the “i,” like a candle shining light on the collective entity.
The palette included a signature color for each retail brand, and “Sunshine” was added to represent our commitment to brighter futures for colleagues, customers, communities, and business partners.
A pattern derived from the “m” signified both the flexibility of an individual thread, and its greater strength when united with others.
The signature color bar, supergraphic shapes and patterns made great swag, and energized the corporate site and email newsletters.
An enterprise-wide recruiting campaign celebrated the individual with ads featuring colleagues and fun personal facts. All in English, Spanish, and code for the tech team.
Contribution
Executive creative direction and cross-functional leadership.