Close-up of a smiling woman with curly blonde hair, wearing multiple rings, with her hand near her face, against a red background with the Macy's logo.

Macy’s holiday gifting campaign emphasizes giving love and style. This theme inspired the Friends & Family fine jewelry foldout, featuring images that capture the joy of the season and showcasing fine jewelry to inspire customers as they start their holiday shopping.

Fine Jewelry Gifting

Client: Macy’s

Year: 2023

We created wireframes for the marketing team's review, detailing the planned products and on-figure shots. At this stage, product specifics, photo studio capabilities, and the holiday visual identity are still being finalized. This is an early stage in the creative process.

Initial wireframes & concepts

A gray illustration of an ice cream cone with a circle on top, labeled 'On-fig.' The Macy's logo with a red star and black text is in the top right corner. A gray circle in the lower left corner highlights a 30-55% off jewelry sale. The text 'Jewelry Sale' is in bold black letters with a placeholder for the date at the bottom.
A promotional flyer for a sale offering 30-55% off on selected items, with placeholders for product details and discounts, featuring minimalistic design with gray and white tones.
A grayscale shopping flyer advertising jewelry and accessories with various discounts, special offers, and a QR code to shop online.
Macy's coupon offering an extra 20% off, with details about sale dates, exclusions, and a promo code, along with store and contact information.
Advertisement showcasing various jewelry pieces. At the top, a pink diamond ring with a large, round, peach-colored diamond surrounded by smaller diamonds in a halo setting. Below, two gold and diamond-encrusted bangles with a thick design. To the right, a silver multi-band ring with diamonds. At the bottom, a gold ring with a large, rose-cut diamond in a square shape, surrounded by smaller diamonds, set in a V-shaped band.
Part of a jewelry advertisement featuring a smiling woman with gold jewelry, including bracelets and earrings, and showcasing additional jewelry pieces such as gold earrings, diamond rings, and a green pendant necklace with gold accents.
A woman smiling wide, showing her teeth, with gold jewelry including necklaces and a nameplate that says 'GEORGIA'; above her head, a text reads 'Wow-worthy pieces at our best savings... now that's holiday magic'; below her face, there are three rings with jewelry details and prices.
Close-up of a smiling person wearing gold jewelry, including a necklace with the name 'Georgia' and a pendant. The background features Macy's promotional text offering an extra 30 percent off with some details and restrictions.
A Macy's coupon offering 30% off extra, with a list of jewelry rings, a QR code, and a promotion code for shopping rewards. The coupon includes various terms and conditions.
Promotion for jewelry with a green banner advertising an extra 30% off with Macy's credit card or coupon. The image features various jewelry pieces including gold hoop earrings, a ring with an orange gemstone and diamond accents, a gold ring with a cross design, a gold chain necklace, and a gold bracelet with a square link design.

Following our collaboration with various teams, we started gathering holiday assets such as graphic shapes, color palettes, and photography to integrate into our design.

Branding

Advertisement for friends and family gifts with a 30% off discount and mentions boxed and ready to give, even with a bow.
Three colored circles in a row: red on the left, green in the middle, and blue on the right, on a light gray background.
Set of jewelry including a multi-layered diamond necklace, a pendant necklace with a square emerald surrounded by diamonds, matching emerald and diamond stud earrings, all displayed against a red background.
Woman smiling and showing her hand with multiple rings on her fingers against a red background.
A woman with styled long hair, wearing a sparkly necklace and bracelets, is smiling and holding her head with one hand against a red background.
Set of six diamond stud earrings on a red background, arranged in three pairs.
Two silver rings with blue gemstones and small clear stones, placed on a red background.
Gold jewelry set including a pearl pendant necklace, pearl stud earrings, twisted hoop earrings, and plain hoop earrings on a red background.

Results

Types of Asset Created: Printed foldout

Macy's flyer promoting jewelry, featuring a woman with short blonde hair smiling and displaying multiple rings on her fingers.