THE MAGIC OF LOVE
| CATEGORY : RETAIL • ENVIRONMENTAL DESIGN |
CONCEPT : Macy's Corporate develops visual collateral packages for it's 800+ national locations each year. The nationwide 2008 Valentine's Day Campaign, "The Magic of Love," utilized licensed graphics from Robert Indiana that did not target the junior women customers. Macy's Florida opted to add a contemporary twist for departments driven by disposable, fashion forward merchandise and faster-paced lifestyle. Illustrator John Lacko created stylized tattoo hearts highlighted with slot car racing graphics to impart a sense of motion and speed. A CMYK color palette offset seasonal merchandise. "The Magic of Love" message was translated into different languages to touch the international visitors who frequent Macy's Florida.