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Overall Brand Management
Ad Campaigns Conceptualization
Art Department Management
Photo Art Direction
Daily Newspaper Ads
Direct Mail Design
Point of Purchase Design
Large corporations need subcontractors who know how to work with big brand companies. Brandscpe has been there, done that, and loves doing it. If you've ever met Jina, the owner of Brandscape, you know that she's as sought after for her style and fashion savvy, as she is for her brand ideas. She brings on-trend, fashion forward, brand expertise to the fashion retail industry, that gets shoppers energized. Evidenced by creating and executing the most profitable annual campaign for Macy’s in 2009.
HAVING FUN WITH THE MACY'S BRAND
To attract the target audience, design teams around the world keep in mind that we must constantly reinforce the brand, and the brand message. Macy's has several target audiences and one requirement for every audience is to always feature the Macy's star in the marketing materials. No matter how creative
we got with any campaign, the idea that featured the most red and stars would win. Except when it came to gift cards. Gift cards were the one deliverable that we often had interesting and fun alternatives chosen to go public; mostly because they were sold in every department at the same time.
Macy's is known for sales. So naturally over time, people on the mailing list reported sales-fateague. We needed to deliver a way to engage our loyal audience with the same old sale. That's right: the same sale needed to fetch new engagement. We did this by varying the kinds of mailers we created, from eight panel brochures, six panel brochures, invitations with fancy envelopes, postcards, cellophane wrapped look books and more. By utilizing a variety of direct mail forms, our customers again started to feel like they were experiencing a new sale every time.
BACK TO SCHOOL
The Back to School ad campaign was always one of the most fun of the year. Because we were targeting a younger audience and parents / guardians, we could utilize trends and "what's hip now" to attract our shoppers to the store and events.
STYLING & PHOTO ART DIRECTION
As a global fashion retailer, Macy's carefully selected members of their creative teams that had their finger on the pulse of fashion, while wrapping it in a Macy's bow. As Art Director, Jina worked alongside buyers, stylists and photographers to make sure all images were shot as visualized, to design and deliver cohesive sales materials that boosted overall profits.
THE SECRET SALE(S)
To drive traffic to the store, we often launched a secret sale, and offered the best savings to our most loyal customers. Like all other sales campaigns, each Secret Sale needed to look different so the customers would stay tuned in and show up.
With the demand to move product growing increasingly high, Macy's runs newspaper ads every day to attract our wiser generation clientele back to the store. Overtime we learned that storewide sales and household products are the most effective to be advertised in the newspaper.