CASE STUDY

State of Day

The modern woman needed a brand that understood how she actually rests. Macy’s came to us with the opportunity — we built the solution.

BRAND STRATEGY & STORYTELLING

Reimaging rest for the modern woman

From brand strategy and positioning to identity, naming, and a brand book with guardrails clear enough for any team to carry forward — we created State of Day from the ground up. Rooted in customer research, informed by 25,000 women, and designed to take her from sunrise to slumber. The proof of our work? Years later, the Macy’s team has continued to deliver consistent brand expression.

Concept to Reality

The Products

We didn’t just create the brand strategy, we filled it. Through our ready-to-book model, we designed the full launch collection: fabric development, trend direction, color theory, artwork creation. From innerwear to restwear, pajama sets to bralettes, and more — all sketched, designed, and handed off ready for production.