Macy's
Founded in 1858, Macy's is the largest American modern department store. Macy's helps its customers express their unique style and celebrate special moments both big and small, wherever and however they shop the latest styles in fashion, beauty, home and beyond.
Create print and digital collateral that embodies the brand's culture.
Macy's, founded in 1858, needed print and digital collateral that stayed recognizably on-brand across very different formats — a seasonal catalog, a co-branded insert, direct mail, a theater placement and its own e-commerce site — without fracturing into disconnected pieces.
Carry one consistent visual and photographic language across every format, from the catalog spreads through to a redesigned online shopping experience, so each touchpoint reinforced the same brand instead of competing with it.
The system played out differently by medium: full-bleed seasonal spreads for the Spring Catalog Design, a shared visual language balancing Macy's identity with Ralph Lauren's for the Catalog Insert Design, color-keying exploration to keep the Direct Mailer press-ready, a Playbill Ad Design that met shoppers in a cultural moment rather than a retail one, and a Website Design that carried the same cues into the site's virtual shopping experience.
The virtual retail shopping work — grounded in the UX survey research and analysis into how customers actually wanted to browse and check out — went on to win a Webby People's Voice Award (2024), while the print collateral extended that same brand system across catalog, insert, mailer and ad placements.