Rebranding SAKS OFF 5TH
Designers: Colin Eadie, KG Oña, Ivory Nguyen, Ralph Macabitas
The Starting Point
The original brand style relied on bright colors, bold typography, and graphic-heavy layouts to drive urgency and promotions. While attention-grabbing, the look felt crowded and limited the brand’s ability to communicate quality and fashion credibility.
The Shift
As the assortment evolved, the brand needed a more refined visual language. We moved away from high-energy brights toward a neutral, toned-down palette and introduced elevated photography that felt more editorial and intentional. Layouts were simplified to create clarity, focus, and breathing room.
The Result
The refreshed brand feels more sophisticated, modern, and fashion-led. Product now takes center stage, campaigns feel cohesive across channels, and the overall experience better reflects the quality of the offering while maintaining confidence and approachability.