Saks Spring 2020, “Uncommon” |

Spring 2020 represented a new moment for the Saks brand. We introduced a colorful new approach to our creative inspired by Rem Koolhass’ dynamic, dichroic renovation of our NYC flagship store. Adding to the visual imapct and dynamism, we took the opportunity to evolve our logo to foreground the large “Saks” away from the more complex and busy ‘box’ logo. Our ad campaign ‘Uncommon’ continued a commitment to social engagement, featuring notable women celebrating their individuality, photographed by Ellen von Unwerth. We also re-designed our approach to our seasonal fashion books, focusing on a more user-friendly scale and content approach with a re-designed grid and style guide.

Vogue ad spread, March 2020