Kate Spade Spring Campaign - Campaign Conception & Execution

Kate Spade wanted to revitalize its iconic brand in a way that honored its heritage, but with a modern twist. Kate Spade has always been known for a certain style of creative optimism—and a distinctive color green and boldness has been at the heart of the brand since day one. SYLVAIN was brought in as a creative partner to establish the next manifestation of the brand, helping Kate Spade resonate with a new generation of consumers. In collaboration with Kate Spade this came to life through a design system rooted in simple graphic elements and a dynamic campaign announcing it to the world.

Inspired by Kate Spade’s promise to design extraordinary things for everyday, we partnered with the brand to return to a classic design sensibility. Kate Spade’s partnership with Pantone, established green as the foundation for creating expressive elements integrated into a highly graphic design language grounded in their signature green—coming to life through a statement-making global packaging system.

“We’ve Got a Thing for Green” is the lens created to lead the creative launch of Kate Spade’s new signature green collection for spring 2023. It’s both a re-introduction and an invitation to the brand. We developed a suite of assets promoting the brand’s product launches as well as the redesigned packaging system.

The design elements were activated to create excitement through film, NYC taxi wraps, and digital moments—all meant to dimensionalize the graphic nature of the pieces and evoke the experience of discovery.

Link to full case study.​