I lead the design of Saks OFF 5TH’s 2025 Valentine’s Day campaign. This campaign was developed as a Gift Guide for Valentine’s Day shopping, introducing customers to a sophisticated selection of presents in a range of price points and styles. We took the classic heart and flower imagery of Valentine’s Day and gave it a twist layering dark, rich tones and dramatic dense floral textures into grids of hearts with carefully layered and animating products.
We created clean typography, mixing so5’s serif and sans serif fonts together, to use throughout the campaign. We also wove our color palette strategically across assets, as a way to organize different product features. The primary gift guide shade was a rich plum. Cherry red was used as a secondary color to call out gifts for her and gifts for him. A light, bright strawberry pink spoke to jewelry. And lastly, a deep raspberry pink spoke to special moments like self gifting.
This campaign hit a wide range of digital touchpoints across SO5. It lived on desktop, mobile and native app as homepage heroes. It was featured in the what’s trending section of the native app. It also showed across desktop and mobile product arrays as banners and clickable categories. It further lived in a range of touts on the navigation bar and ingrids in sections of product. We developed a set of email sends throughout the campaign and email top and bottom banners were also sprinkle through the sends.
We developed paid media and organic social collections to promote this campaign and Saks OFF 5TH across a variety of platforms. We created animating story, in-feed and collection sized assets capturing the feel of the campaign in bite sized moments for Meta and Pinterest needs. These assets focused on the gift guide as a whole, pulling out categories like gifts under $50 and luxe gifts. We also featured gifts for her and gifts for him moments, along with jewelry in standalone assets.
