Saks Fall 2020, “Creating” |

As we concepted our Fall 2020 season in the midst of an unprecedented pandemic and global shutdown, in search of inspiration, we looked towards the creators at the heart of what we do. We began by celebrating the fashion designers who create what we offer, and expanded to all kinds of creators, including stars of Broadway theatrical shows who were temporarily forced to close their doors.

We inter-wove our large, impactful Saks logo through the dynamic movement and energy of the actors and dancers. We showcased “creating” with behind the scenes moments, and used our dichroic, translucent colors as “tape” to frame our layouts.

Further, we also introduced new typefaces, including a dynamic new typeface from type designer Santi Rey called Moneta, something of a post-modern take on a transitional serif – it’s elegant & elevated, but stands upright and tall on the page, a perfect update for a forward-thinking brand aiming to move into a digital world.

Vogue ad spread, September 2020