Overview
With the success of Macy’s on-site banners, there was opportunity to expand monetization efforts to subsidiary department store Bloomingdale’s. The goal of the project is to gain additional revenue from an existing platform. However, the problem is that the creative guidelines were for a promotional customers and did not target luxury clients. The solution was to reinvent an existing vendor guide with different requirements to reflect editorial.
Team
Associate Creative Director, Jerry Han
Lead UX Designer, Jacques Dupoux
Creative Manager, Dennis Yu
Product Manager, Sam Khander
The goal of transferring creative guidelines from Macy’s to Bloomingdale’s seemed to be a straightforward task, but I quickly realized that the technical requirements and creative branding were quite different. My process was to research and outline differences between the two stores then carry over successful similarities. My role the creative manager was to build a vendor guide, supply templated files for advertisers, adjust and review creative to align with the Macy’s voice.
Example of a John Hardy sponsored advertisement using Bloomingdale’s creative vendor guide on multiple devices.
Some clients did not have landscape photography and as a result, multiple assets were composed to fit specs.
Native mobile app and web advertisements placement within homepage, search and product array pages.
Example of an MOTHER denim and private brands as sponsored advertisement using Bloomingdale’s creative vendor guide.
