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

Harpers Bazaar ad spread, March 2020

Vogue ad 12-page insert, Feb 2020

New York Times print ads, Spring 2020

Taxi Top, Outdoor advertising, Spring 2020

Landing Page, Saks.com

Campaign launch email

Digital display advertising

Women’s Fashion Book, Spring 2020

Beauty Book, Spring 2020

Men’s Fashion Book, Spring 2020, featuring illustrations by Ilya Milstein

Fine Jewelry Book (The Vault), Spring 2020

Company Saks