Communicating brand value through smart design thinking

As a nationwide retailer with three omni-channel brands, Macy’s has an abundance of internal and external communication needs for shareholder, investor and employee communications. As the retail industry continues to change rapidly and traditional retailers fall behind, Macy's needs to communicate continuously how it stands out from the crowd.

Macy’s partnered with Sanger & Eby for unique design thinking and corporate communications expertise to strongly convey brand value to all of their stakeholders – both internal and external – with outstanding results, ensuring the right message and channel reaches the right audience at the right time.

Design thinking involves strategy that focuses on understanding and meeting user needs through creative problem-solving. A key aspect of design thinking is challenging assumptions, to make sure corporate communications aren’t missing key opportunities. With that in mind, we set out to build innovative company communications that reinforced brand value.

Services:

Research & strategy Content development Multi-channel campaign design Print & digital design User experience planning & user interface design Information architecture development Responsive website design & development Custom application development Motion graphic design & execution Photo & video art direction

As a nationwide retailer with three omni-channel brands, Macy’s has an abundance of internal and external communication needs for shareholder, investor and employee communications. As the retail industry continues to change rapidly and traditional retailers fall behind, Macy's needs to communicate continuously how it stands out from the crowd.

Services:

Research & strategy Content development Multi-channel campaign design Print & digital design User experience planning & user interface design Information architecture development Responsive website design & development Custom application development Motion graphic design & execution Photo & video art direction

Macy’s partnered with Sanger & Eby for unique design thinking and corporate communications expertise to strongly convey brand value to all of their stakeholders – both internal and external – with outstanding results, ensuring the right message and channel reaches the right audience at the right time.

Design thinking involves strategy that focuses on understanding and meeting user needs through creative problem-solving. A key aspect of design thinking is challenging assumptions, to make sure corporate communications aren’t missing key opportunities. With that in mind, we set out to build innovative company communications that reinforced brand value.

Annual Reports & Corporate Books

The annual reports and corporate fact books Sanger & Eby have created for decades, brought Macy’s vision to life for its stakeholders, communicating their vision and plans for the future while highlighting their outstanding results. In addition, the corporate social responsibility report highlights the organization’s achievements in an engaging and imaginative way.

Collage of covers and spreads of past annual report and fact book
Various screens on the responsive Coast to Coast website

Digital Magazine Communication

Sanger & Eby strategized, designed and developed the Coast to Coast digital magazine featuring company news ranging from business and fashion trends to culture and community. It includes extensive interactivity and feedback features offering an engaging experience for employees while promoting the company’s brand values to the community.

Internal & External Campaigns

We partnered with Macy’s to create custom applications, digital pieces and print communications. These materials have been critical to communicating their giving back priority, both internally and externally, nationwide. We helped produce multi-channel internal giving campaigns; company auction and donation websites; and maintain the community section of its corporate news website.

Macy's Gives campaign infographic
Star Buzz app screens and code

Custom Applications

Macy’s annual internal meeting provides associates with a behind-the-scenes look at the business from Macy’s Chairman and CEO. We collaborated with Corporate Communications to build the Star Buzz app – creating excitement and serving as a place to engage and communicate with employees.

Employee Communication Portal

Sanger & Eby created Employee Connection, an internal communications portal that ensures Macy’s diverse workforce has all the information and tools they need to be effective in their roles. Macy's has overcome a tremendous communications hurdle through a website that allows them to communicate openly and honestly – thus, driving employee engagement.

Tech stack

The following languages and platforms were used to bring these projects to life:

ASP.Net

.NET MVC

Microsoft SQL Server

HTML5/CSS

Bootstrap

JQuery

JQuery UI

Sharepoint

Apache Cordova

Results

Our long-term partnership with Macy’s has created extensive materials and resources for both internal and external communications. Employee portals, recruitment efforts, custom applications, unique communications and innovative websites have all helped to reinforce and shape Macy’s employer brand. Our partnership with Corporate Communications helped drive connections, build company value and create employee engagement.

 

Do you need help communicating your brand’s value to stakeholders? Let’s talk!