I lead the design of Saks OFF 5TH’s 2024 contemporary women’s event, Next Up at Saks OFF 5TH. This all digital campaign was designed to highlight a range of contemporary clothing brands in a fresh new way. To do this we took inspiration from dance movement and loose, graphic “paper doll” shapes to highlight that movement. We also wanted to incorporate brand names into the design in a bold style to pump up brand awareness, so chose to animate them around those graphic “paper doll” shapes.

In developing this campaign, one of the key areas we focused on was its mark—To do this we customized and carefully set SO5’s brand fonts SO5 Ogg and Centra into an energetic type lockup. We also selected a range of light, bright background colors, contrasted by a bold blue to pop out brand names and the promotion. The styling team work hard to create fresh layered styles, which were shot with dynamic model movement. To complete this look we crafted custom “paper doll” shapes for each image.

This campaign touched many points in SO5’s digital universe. It lived on the homepage as an animating hero. It could also be found as a mobile hero on the website and in the native app. It further lived in touts on the navigation bar and ingrids in sections of product. We also developed a set of email sends, including a starts, reminder and ends email, each in it’s own colorway with special features to differentiate them. Email top and bottom banners were produced and sprinkled throughout other email sends.

Lastly, we developed a series of paid media and organic social assets to promote this campaign and it's range of contemporary clothing brands across SO5's social platforms and beyond. For paid media we created Spotify banners to live on the Spotify desktop and mobile app, as well as an array of affiliate crops to be set into varies websites. For organic social we created animating story, in-feed and collection sized assets capturing the campaign in bite sized moments to share with SO5’s followers.

This project was developed
in collaboration with