Macy’s was gearing up for the holiday season and needed a gift card design for their men’s store. Their email to designer Dan Pelavin was the beginning of a collaboration befitting the Macy’s brand and admirable practice of gift giving.
Dan offered a variety of design options, but Alexis the art director steered him in the direction of the sample she had initially pegged as her favorite. And since it was a favorite of Dan’s, he really didn’t mind appropriating his own work. Below, Dan shows us the process by taking us from comping to the finish.
