I lead the design of Saks OFF 5TH’s 2024 fall campaign. This season was themed around the fashion trends of dark romance and English prep, with the shoot location in a traditional English garden. Starting there, we merged inspiration from the Arts and Crafts movement and blind embossing to bring an elegant, yet contemporary feel to the campaign. The final “embossed” pattern drew its form from decorative elements found throughout the garden including wrought iron gates, stone work and plant-life.

Continuing with this nostalgic meets contemporary take on fall, we mixed SO5 Ogg (one of the brands primary fonts) with Snell accents (one of the brands secondary fonts) to create a delicate, classic serif/script typography. We brought soft cream on cream backgrounds to play off of the warm photo feel. This was contrasted with elegant burgundy and hunter green headline, call to action and boarder pops. We built out a library of "embossed" backgrounds, bringing together a mix of symmetry and asymmetry.

This campaign hit many digital touchpoints across SO5. It lived on the desktop homepage as heroes and banners. It could also be found as mobile homepage heroes and banners, along with native app heroes. It further lived in touts on the navigation bar and ingrids in sections of shop-able product. We developed a series of email sends to shout out fall trends and products throughout the season. Email top and bottom banners were also produced and sprinkled throughout other regular monthly email sends.

We also developed a range of paid media and organic social to promote this campaign and Saks OFF 5TH across a variety of platforms. We created animating story, in-feed and collection sized assets, along with static Pinterest designs, capturing the feel of the campaign in small bites. We built out two collections, the first focusing on women’s trends and the second focusing on men’s trends. We further developed a promotional video, various banners and image crops for placement across the internet.

Finally, we developed a range of print and digital signage for this campaign. Alongside in-store fixture and window banner signs, bringing the seasonal feel through campaign photography, we built outlet assets to be placed in and around the outlet malls. These assets could be found along the street of the outlets to draw customers into the malls, handing within the malls themselves, directing potential customers to the stores and directly outside the stores to catch passerby’s eyes and pull them inside.

This project was developed
in collaboration with