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Min Jee (Brenda) Cho is a multidisciplinary designer that turns thoughts into impactful visual language. She has a strong passion for creative expression which spans across branding, editorial, campaign, and product design.
Bloomingdale’s 150: Celebration Like No Other
Art Direction | Visual Identity | Campaign Launch
During my time at Wednesday Agency, our team was honored to conceptualize for Bloomingdale’s 150th anniversary with our creative campaign, “A Celebration Like No Other”.
To celebrate this huge milestone, we curated a 3-phase rollout from September through the holidays and launched one-of-a-kind shopping experiences at New York City’s Midtown 59th Street Flagship store and all over the states. This luanch included exclusive luxury product collaborations, pop-ups, and special events for its customers, colleagues, and communities.
Logo
Bloomingdale’s 150 Patterns
Art Direction
TEASE: Countdown to the Big DayThe tease phase is all about building anticipation and counting down the days and hours to the upcoming celebration. To do that, we ideated and concepted 150 pieces of immersive and engaging content such as countdown, party prepping, fun facts, personal stories, and product tease for Bloomingdale’s social channels.
We wanted to find a home where all the teaser content celebrating the 150 years for viewers to look through aside from social channels. So we ideated a content hub where all 150 individual content pieces will live on the website, where content can be navigated either with the 150 scroll or clicking through thumbnails in a grid format. Visitors will be greeted with the campaign manifesto before exploring the content and also find the countdown to the big day!
LAUNCH: A Celebration Like No OtherThe celebration is finally here! September 2022 was a month full of special events and amazing sweepstakes for everyone to celebrate, in-store, online, and on social channels. From the iconic ‘Big Brown Bag’ to the limited-edition Bloomingdale’s catalog, everything was about celebrating the huge milestone.
The Big Brown BagThe ‘Big Brown Bag’ is an iconic symbol for Bloomingdale’s. So to make it special, we added a superimposed & super-sized '150' logo that would disrupt the iconic bag.
A printed QR code, with playful copy that alludes to the celebrations to come, was added on the inside of the bag to allow customers to enter sweepstakes and possibly win an assortment of prizes, including a ticket to the launch event.
Fall CatalogAn explore of possible spreads & cover for Bloomingdale’s fall catalog.
(*All of these were initial FPO concepts & ideas)
In-Store & Online ActivationsTo bring the celebration in-stores and online on the Bloomingdale’s website, we developed several in-store activations full of games and photospots that can spark fun for customers and employees to enjoy the celebratory year.
(*All of these were initial FPO concepts & ideas)
Bloomingdale’s 150 Logo: Holiday Edition
Transitioning to Holiday celebrations, with a continued focus on products and gifts, gaming and fun, in-store and online, we continued the “Celebration Like No Other” campaign but with a metallic gold & black makeover and holiday twist.
Bloomingdale’s 150 Holiday PatternsFor the holiday season, we created a metallic gold geometric system that brings to mind the trademark Bloomingdale’s checkerboard, but reimagines it for the festive season. These bold, celebratory, graphic patterns were designed to be applied on a variety of assets such as packaging, the brown bags, and in-store to add a festive touch!
How The Campaign Came To LifeBelow is a selection of photos and videos of how the bloomingdale’s 150 celebration turned out throughout the last three months of 2022.
CREDITS
Agency: Wednesday Agency
Creative Director: Patrik Nyman // Senior Creative Director: Milo Kossowski, Dasha Cabassa //
Senior Designer: Chau Vo Truong // Designer: Min Jee (Brenda) Cho // Art Director: Alex Van