Red background with colorful geometric shapes, white speech bubble with black text reading "Holiday".

The holiday season at Macy's is not just a hectic shopping time; it's a cherished period filled with tradition and joy. With a rich history of creating memorable holiday experiences for its customers, Macy's has woven this tradition into the very fabric of its identity.

Holiday

Client: Macy’s

Year: 2023

After many revisions, Macy’s holiday visual identity was finalized. The campaign uses the tagline "Give Love. Give Style." and features sleek product photos against soft pastel backgrounds. Unique shapes were designed as stickers and included in the campaign's animations.

Branding

Text on a light blue background that says "Give Love. Give Style." in black, large, stylish font.
A smartwatch on the left, black headphones in the middle, and a coffee maker on the right.
Blue semicircular object against a dark background.
A star-shaped badge with a salmon-colored center and a dark purple background.
A pink oval shape centered on an orange background.
Illustration of a thick green sign or label with rounded top corners on a dark green background.
Red starburst shape on a light purple background.
A purple and black abstract shape with a purple background.

We developed a variety of grid layouts for the gifting section on the homepage. These grids were utilized during the holiday season and served as a great starting point for customers as they began their shopping experience. Here are some of my ideas.

Initial wireframes & concepts

Macy's online shopping webpage on a computer screen displaying various product images including a watch, a perfume bottle, a scarf with a hat, a cologne bottle, and a shirt, with sections labeled for gifts and header text placeholders.
Mobile shopping app displaying a silver and black watch with gold accents and a date window, on a red background with the text 'Gifts For Him'.
Computer monitor displaying Macy's website with various fashion and gift items, including bags, clothing, and footwear on a pink background.
Mobile phone displaying an online shopping app with the text 'Gifts For Her' and images of a pink fluffy handbag with a pink strap, set against a purple background.
Online shopping website displaying various items including a coffee maker, a gold watch, and a pair of brown slippers on a computer screen.
Mobile phone screen displaying an online shopping app featuring a coffee maker, with the text 'The perfect gifts? We’ve got them!' and product details below.
Computer screen displaying Macy's website with holiday-themed advertisements for apparel, candles, gifts, and toys on a red background.

Results

Types of Asset Created: Homepage banners

Mobile phone screen displaying a shopping app with the section titled 'Gifts that bring the cozy vibes.' The app shows an image of a pair of brown winter boots with white fur trim, categorized under 'Women's Boots' and 'Men's Boots.' The navigation bar at the bottom has icons for Home, Shop, Favorites, Bag, and Lily.
Smartphone displaying a shopping app featuring a metallic leather bag and other accessories, with a red background.
Screenshot of a mobile shopping app displaying beauty and fragrance products, with a banner offering $30 off a $150 purchase, against a red background.

Assets created by motion team

Red holiday-themed graphic with white and green text reading "Time to shop Holiday Deals" and colorful confetti decorations.
Two perfume bottles, one red and one black, on a red background.
Red electric kettle with a black handle on a red background