Shop Saks campaign by Pentagram

November 25th, 2012 by retail design blog

Shopping and gift-giving are all about choices. Should you give her shoes or earrings? Do they want something for the house or a present that’s more personal? And how about a little something for myself?

Pentagram’s new fall campaign for Saks Fifth Avenue attempts to diagram this complex decision-making process in a series of humorous flowcharts. Designed by Michael Bierut and Katie Barcelona with Sabrina Friebis Ruiz, the graphics appear on shopping bags, print promotions and advertising for the luxury retailer. In developing the campaign, Pentagram worked once again with Saks Executive Vice President and Chief Creative Officer Terron Schaefer and his creative team led by Christopher Wieliczko and Andrew Winton.

Each flowchart starts with a problem posed in a circle (“Uh oh, is that today?”) and branches off at different decision points as shoppers consider their options, winding through various stages of deliberation (“He’d like to have…. Jeans that aren’t ‘Dad jeans’”) or distress (“Think quick… I think I need an expert”). The paths all lead to Saks, represented by the store’s square logo, also designed by Pentagram.

The campaign complements the grid-based, black-and-white brand identity we designed for Saks in 2006, as well as the look and feel of previous campaigns we’ve developed for the retailer, which are often playful, usually highly graphic, sometimes directional, and may involve games and puzzles.

Designed by Pentagram
Project Team: Michael Bierut, partner-in-charge and designer; Katie Barcelona, designer; Sabrina Friebis Ruiz, design assistant.











http://www.pentagram.com

100% Chocolate Cafe by Wonderwall, Tokyo
100% chocolate cafe is run by old Japanese chocolate brand, Meiji. The envir...
Leticia Sáenz Tea Tasting Set by leolab
Leticia Sáenz Tea Tasting Set by leolab
Thomas Opticien Optical shop by Pisi Design Studio, Paris
The various elements of the store aim to set a dialogue between the material...
Quisine by Dalston Creative, Stockholm - Sweden
Very clean lines, a limited colour palette and a clinical approach. The choi...

One thought on “Shop Saks campaign by Pentagram

  1. Thanks designed for sharing such a fastidious opinion, post is pleasant,
    thats why i have read it fully

Leave a Reply

Your email address will not be published. Required fields are marked *