I lead the design of Saks OFF 5TH’s 2023 Cyber Campaign. This campaign pulls it's bright and bold look from 90’s inspiration. Diving into a digital-theme, we were inspired by the iconic curvy, brightly colored iMac computers of that time and Susan Kare’s early iconography that gave those computer their personality. We developed playful silver titling, also with a nod to the digital, incorporated a sticker treatment throughout and continued the colorful 90’s feel with styling and photography.
This campaign stretched across SO5’s website homepage as a full takeover, starting off with two days of petrol green and then switching over to violet for the rest of the week. We further sprinkled the campaign throughout the rest of the site on touts in the navigation bar and ingrids in sections of product. It was also applied to an array of native app heroes, emails, email top and bottom banners as well as paid and organic social including stories, collections, news feeds and affiliate crops.
This project was developed
in collaboration with
VP of Creative — Ting Ting Lee
Director, Copy Team — Lizzie Cheney
Director, Styling Team — Jacob Glaser
Director, Design Team — Sheilini Singh
Sr. Art Director/Design Lead — Sasha Prood
Sr. Art Director/Photo Lead — Michelle Egiziano
Designer/Concept Dev. — Caroline Ramsey
Designer/Animator — Nick Xu
Designer — Jessica Cullen