All for one
The original corporate identity of Macy’s Inc. was an adaptation of Macy’s retail identity, with programs created over many years without underlying unity. I led development of a new identity in partnership with C-suite and creative leaders from Bloomingdale’s and bluemercury to fully represent all three brands in the lead-up to announcing a new CEO succession plan.
The logotype was designed with a bold custom font for digital impact and the iconic star over the “i” to emphasize the power of the collective.
A special monogram was created for the single-letter stock ticker and corporate social media icon.
The color “Sunshine” was added to the palette, representing the commitment to creating brighter futures for colleagues, customers, communities, and business partners. The full palette included a signature color from each of the three retail brands.
A graphic pattern derived from the “m” letterform was a reference to strength and flexibility, represented by individual threads joining into a single fabric.
In collateral and communications, a signature color bar was paired with graphic shapes also derived from the letter “m.”
Department identities were updated, including the mTech toolkit for specialized recruiting and conference materials.
A new recruiting campaign was launched with the tagline “Bring your amazing self to work,” celebrating individuality with fun personal facts and the colleague’s role in the company.
The impact
The project was created in 5 agile sprints leading up to the CEO succession announcement, and within 5 days, J.P. Morgan upgraded Macy’s stock. We’d like to think the new branding was a factor. Perhaps even more rewarding was the pride expressed by colleagues from all three brands seeing their teams represented for the first time.
