Macy’s, Inc.
Bold Representation for All
Macy’s, Inc. is a beloved brand that has been part of the American cultural experience for generations. And while the brand pioneered many of the cause marketing and employee volunteer programs that have helped improve our communities, today’s rising generation expects brands to do more. They expect brave stands, bold actions and just and sustainable business practices that address the challenges of our day and lead the way forward.
To meet this moment, Macy’s, Inc. teamed up with BBMG to launch Mission Every One – an enterprise-wide social purpose platform dedicated to creating a brighter future with bold representation for all. Built on three pillars of impact – people, communities, and planet – Mission Every One is directing $5 billion by 2025 to diverse partners, products, people, and programs that help create a more equitable and sustainable future.
Brand Strategy
Purpose
Naming
Visual Identity
Activation Planning
Asset Design
A Culture Amplifier
Since its founding in 1858, Macy’s has been a platform for discovery, creativity, celebration and self-expression. And solving the multiple challenges of today — from racial injustice to inequality and climate change — requires elevating the voices, ideas, experiences and creativity of every one of us.
To bring the social purpose story to life, our visual design highlights Macy’s role as a culture amplifier, elevating what is unique, special and essential in Every One of us. The Mission Every One logo is bold, confident and dynamic, and it plays with the duality of the ‘ONE’ in ‘EVERY ONE,’ reinforcing both individual and collective impact.
The radiant colors, bright graphic language and confident photo style capture what bold representation looks like — that moment when someone feels seen, heard and understood, they literally shine bright. And the brand experience is diverse and inclusive, representing all ages, races, and abilities. Taken together, the Mission Every One brand is a symbol of pride and accomplishment and a platform for transformation in the retail industry and beyond.
The Future Needs You
The platform is an invitation to join Macy’s on their mission to empower more voice, choice and ownership for colleagues, customers and communities. Because the history of progress shows that when people feel confident to stand in their truth, when they’re equipped with the courage to own their story and pursue their dreams, they change the narrative for everyone.
To help launch Mission Every One, we invited 14 Macy’s employees from different departments to tell the Mission Every One story. The video was a companion visual for press releases, and shorter vignettes were created for use across social media and Macy’s careers site.
"Enormous thanks to BBMG for all of your work, creativity, thinking, pushing, patience and passion for this project. The strategy is so powerful and it is going to be a catalyst for real change at Macy's – we're already seeing it. Thank you for being amazing partners."