NEW YORK MDC Partners' Kirshenbaum Bond + Partners here has confirmed that it will handle a strategic branding assignment for Macy's via its new strategy unit, WhiteSpace, which was formed in January.
WhiteSpace will address design and branding usage across all Macy's department stores nationwide, in conjunction with the national brand launch. These duties include logo application standards, use of iconography and typeface guidelines and brand imagery.
Macy's parent, Federated Departments Stores, said last year that it planned to switch to a project set up after parting ways with Interpublic Group's Lowe. The retailer hired JWT to handle creative duties in January and retained Starcom for a $200 million national media assignment in February.