Kate Spade Surprise Sale
SURPRISE! ANOTHER SALE!
Kate Spade surprise sales are recurring sales throughout the year. The task was branding a customer-beloved vertical within the e-comm platform. How to build an exciting visual system, that cues immediately to the Surprise Sale brand, yet refreshes periodically? Exclamation points are the answer!
ROLE: designer
ART DIRECTOR: Lizzie Tonkin
CREATED FOR : Kate Spade New York
The exclamation point lends itself graphically to many variations, creating a rich system. The dot of the exclamation point becomes a lively device through motion. The core brand is further expressed through Kate Spade's signature colors, leading with kelly green and pink.
For the holiday season, metallics add a festive touch to the exclamation point graphic language. The exclamation point dot becomes an gift bow.
The exclamation point and its detachable dot can be adapted into a variety of graphic iterations and patterns.
The exclamation point expands as the year progresses, and can embody each season's characteristics.
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