When Saks – the much-loved UK hair and beauty salon group – approached its 50th birthday, they wanted a celebratory digital campaign and birthday badge to mark the milestone and encapsulate their brand’s legacy, evolution, and embody that ol’ Saks glamour and style.
A Glamorous 1970s Vibe
The salon group’s journey began in 1974, so naturally, we looked to that era for inspiration. Our goal was to honour this iconic decade with something special – balancing retro glam with the modern vibe that the brand embodies today.
Crafting the Logo: Classy and Sassy
50 is a “golden” birthday, and we used subtle champagne as the focal point of the design, reminiscent of vintage luxury.
The badge’s design – created by our studio lead James Fish – centres on a stylized “50,” encapsulating the Saks logo. Intentionally crafted to stand out on any platform, whether illuminated on a salon window screen or catching the eye on social feeds. Kudos as always to James!
Saks 50 Campaign
In addition to the badge, we created the campaign narrative celebrating 50 years of the salon group, giving a shout-out to customers, collaborators, and salon teams who made it all possible over the years.
From mood boards to being on set for shoot day, creating the campaign and producing salon assets and showreels, our whole team loves acting as brand guardians for our longstanding client.
Our Comms Director Victoria Franks worked client-side at Saks and now totally enjoys collaborating with Janet King, Head of Marketing at Saks, on brand and campaign creation.
Vicky says “It’s an honour to work so closely with a brand I love. I went in for my first haircut A Very Long Time Ago – the Purdey – guess the era! Especially proud to be involved in this campaign.”
The Big Reveal
The celebratory campaign kickstarted at the Saks conference for salon owners in Malaga on 1 October 2024. At the same time, it also debuted across social media platforms. The logo became a backdrop for various digital campaigns highlighted the brand’s incredible journey over 50 years.
Future Facing
Creative director John Dunne says ”Designing this 50th birthday logo allowed us to create a symbol of Saks’ rich history, its clients, and its legacy. The blend of 70s Deco inspiration with a polished gold aesthetic served as a tribute to the past and a nod to a bright future. Capturing the essence of a brand that has been empowering women for five decades and continues to set trends today. Happy Big Birthday, Saks!”