Expanding its footprint, Saks OFF 5TH introduced the redefined brand experience to
four new markets, including Eastchester, New York; Stamford, Connecticut; and
Chicago’s Lincoln Park and State Street neighborhoods. The goal was to bring the
refreshed identity directly to customers where they live and shop—building awareness
and connection in key communities.

The creative team developed a welcome system featuring chevron-style arrows in five
of the brand’s vibrant colors, signaling direction and energy, paired with seasonal
imagery to add freshness and timely relevance. Together, these elements brought the
new brand voice to life in each market.

Applied across local media channels—including outdoor placements, malls, and
in-store environments—the campaign extended through geo-targeted ads, OOH,
social, digital, and VIP activations. The store openings delivered a scalable model that
introduced Saks OFF 5TH’s redefined identity to new markets with impact
and cohesion. Developed in close collaboration across the brand creative team,
the campaign ensured consistency and excitement in every launch.