Sam Hongyuan Zhang
Advertising M.A.
Savannah College of Art and Design
About [closed]
Linkedin
Contact me
©2024 Hongyuan Zhang
Macy’s Record
Background:
Macy’s new marketing strategy, "Bold New Chapter", aims to increase brand value, modernize touchpoints, and rationalize off-mall locations. The challenge is to appeal to Gen-Z, Macy’s least frequent shoppers.
The solution is a stand-alone prototype store offering secondhand and discounted vintage apparel. The research results can be find here:
[Research link]
Project Goal: Design a visual system suitable for Macy’s new stand-alone store
without sabotaging Macy’s current nameplate. The visual system should have vintage qualities and appeals to Gen-Z customers.
Visual System
The new visual system embodies Macy’s Record. It’s everchanging, shapeshifting, and a collective effort.
The small pink circle and small pink star act as a visual flair and a storytelling component. [Research link] Small pink circle Human factors; Inspirations that pushes Macy’s growth
Small pink star A Macy’s prototype
Red Star
Macy’s
Back to top