Sam Hongyuan Zhang
Advertising M.A.
Savannah College of Art and Design

















About [closed]
Linkedin
Contact me

©2024 Hongyuan Zhang
Home
 


Macy’s Record

Overview: A unifying visual system for Macy’s standalone store concept—designed to resonate with Generation Z.

Strategy

Nearly 83% of Gen Z have shopped or are open to shopping secondhand with 58% having bought second-hand apparel in the last 12 months. Thrifting is now core to Gen Z’s fashion identity, blending affordability with self-expression. A Macy’s standalone store can reintroduce its classic thrifty charm, aligning with Gen Z’s values while preserving its current upscale positioning.



Visual System
The star has been Macy’s core identity as early as the 1860s. Below is one of the earilest usage of the star logo. Taken inspiration from this version from 1872, I designed a visual system that honors Macy’s heritage while infusing a modern, Gen Z-friendly aesthetic—celebrating their thrift-inspired style.





The new visual system embodies Macy’s Record. It’s everchanging, shapeshifting, and a collective effort. The small pink circle and small pink star act as a visual flair and a storytelling component. Small pink circle Human factors; Inspirations that pushes Macy’s growth
Small pink star A Macy’s prototype
Red Star Macy’s




















   
   








Back to top