When I took over as Creative Director of Saks Fifth Avenue's off-price business, we performed extensive market research that confirmed customer confusion about the brand, its offering and its relationship to Saks. I started by simplifying the name from "Saks Fifth Avenue Off 5th" to "Saks Off 5th" (which was already our online address), and designing a new logo that maximized legibility from a distance and on a small screen. A new tagline—"Saks Style. For Less."—clarified the value proposition. We completely redesigned the website to be an easily shoppable mix of fashion and hard-hitting promotions, and updated everything from the shopping bags and signage to the loyalty program and brand imagery, cementing our status as the leader in off-price luxury fashion.
IMPACT
• Our strong brand presence allowed Saks Off 5th to expand to over 100 stores throughout the US.
• SaksOff5th.com grew rapidly too, with many seasons of double-digit growth allowing it to spin off at a $1B valuation.
• Our strong brand presence allowed Saks Off 5th to expand to over 100 stores throughout the US.
• SaksOff5th.com grew rapidly too, with many seasons of double-digit growth allowing it to spin off at a $1B valuation.
Brand Identity
Site Content
Brand Imagery
In-store
