Over our history with Bloomingdale's, Girvin has developed a variety of in-store campaign concepts, merchandising design for fashion and product promotions, product identification, packaging, special advertising directions, alphabet design, shopping bags and signing treatments. Girvin always took care to weave captivating design in with business strategy to ensure cohesive and powerful communication was the end result.
We followed this same strategy for the Bloomingdale's Celebrate campaign. From the opening theme design explorations, there were elements that showed promise in direction: a heavy script signature; a cartouche with distressed typography in various languages; a roughened rule; a compass with varying languages, photographic overlays and patterning. These created the opening toolbox that would ultimately be tested at the executive level, in all print and dimensional design. Numerous colorways were considered, in deviation from the other campaign approaches of the past, as well as packaging treatments, gift boxes and shopping accouterments.