Kate Spade Saturday

Channeling the spirit of Saturday seven days a week

A group of five young women lying on grass in a circle, taking a selfie. They are wearing colorful clothing and sunglasses, and appear to be enjoying themselves.

BUILDING A BRAND FROM SCRATCH

Kate Spade Saturday — the casual lifestyle brand launched by Kate Spade New York in 2013 — embraced the carefree spirit of Saturday, seven days a week. Before founding Letter A, Allison Henry Aver served as founding Design Director for Brand Creative, building the brand’s voice, identity, and personality from the ground up — across stores, digital, advertising, content, and social.

Saturday’s digital-first approach was an industry first for a retailer in the space, and the brand spoke to young women who wanted to have fun with fashion and fun with their friends. Though Saturday closed in 2015, its spirit has had a long afterlife — beloved, missed, and still referenced as a case study in what a brand world can feel like when personality leads.

WE DID IT ALL

Brand Strategy + Positioning
Logo + Visual Identity
Photo Art Direction
Voice + Copy Writing
Photo Art Direction
Packaging + Product Design
Seasonal Campaign Execution
Site Design + Development
Social Media Content

Yellow pennant with black text that reads "Kate Spade Saturday is here!" being held by a woman in a yellow jacket during a street event.

Five Girls Facing Backwards Wearing Kate Spade Saturday outfits

The work shown below is only a fraction of the output the internal team created in the first two years of the brand’s existence. All work was done internally by the creative marketing team led by Allison Henry Aver.

Black text saying 'HEY!' with an exclamation point on a white background with a grid of small black dots.

A collage of five photos of young women and girls in a home setting. The top left shows a woman standing outside, playfully flipping her hair near a girl with red hair and a black shirt. The top right features a girl with curly hair doing a backbend on a carpet in a living room with sunlight through a window. The middle photo depicts a woman in a striped shirt holding a black and white cat in a cozy kitchen. The bottom left captures a girl laughing while lying on a couch, with headphones, a notepad, and a tattoo on her arm. The bottom right displays three young women lying on a couch, smiling and cuddling together.

Four young women taking a group selfie, smiling, and making hand gestures, in a cozy indoor setting.

Collage of people enjoying outdoor activities: a woman hula hooping on a field, a group of friends smiling and kissing, a young girl lying on grass with her head on a yellow exercise ball, a girl in striped dress adjusting sunglasses, and children riding bikes on a street at sunset.

Two yellow Kate Spade Saturday shopping bags with white handles, placed on a light wooden surface against a white tiled wall background.

Flat lay of colorful office supplies and stationery on a corkboard background, including notebooks, pencils, a calendar, blocks, and decorative items in yellow, black, white, and gray.

Four phone cases on a yellow background, each on a patterned card. The first yellow case has black text about roller skating, the second has a grid pattern, the third black case with white text asking about Saturday, and the fourth has black and white maze design.

Set of nine black and white alphabet-themed coffee mugs arranged in three rows and three columns, each mug featuring a different letter pattern.

A white teapot-shaped object with a black rounded lid on top, placed next to a white box with a black and white illustration of a teapot that matches the object, on a light wooden surface with a yellow background.

Open planner with weekly layout for Saturday and Sunday, yellow notebook with white text saying 'The Weekend', striped pen, on a corkboard background.

Bright yellow semi-circle handbag with a strap, featuring a small circular tag hanging from the strap.

Two fashion website pages shown side by side. The left page features abstract colorful artwork with text about abstract prints and free shipping. The right page shows models in colorful jeans with bold text about fun jeans to wear this season.

Colorful retail store with yellow exterior, black and white striped pavement, and yellow flags overhead, showcasing mannequins in striped clothing and shop window signs celebrating Saturday.

Interior of a store with a yellow shelf displaying handbags, potted plants, and clothing, and a wall decorated with photos of clouds, children at a playground, a woman practicing yoga, and abstract art.

Person with short curly hair wearing a tank top and multiple necklaces, standing in front of a neon sign that reads 'SATURDAYS NO WORRIES' with numerous yellow notes around it on a wall.

A pretzel on a paper-lined wooden serving board with a small cup of mustard, a yellow tray, and a step-by-step guide on how to eat pretzels with illustrations.

Yellow wall sign with black text saying "Saturday is the best day of the week", decorated with arrows and stars.

Black sign with the word 'Hi!' in white letters.

A large outdoor advertisement board with bright yellow sections promoting Kate Spade Saturday 24-hour window shops, free one-hour delivery in NYC, and spring sneakers. It features a black and white striped bag, a floral rain poncho, a tic-tac-toe game, and a pair of blue sneakers with white laces.

Billboard advertising Kate Spade's upcoming Saturday collection, featuring a woman in black-and-white striped clothing and sunglasses, with text 'Coming Soon to L.A.' and the website Saturday.com, against a clear blue sky.

As part of digital-first approach, Kate Spade Saturday launched with a website and 24-hour “window shops” located in the fronts of empty storefronts in NYC. Shoppable by touchscreen, these micro-shops were full of fashionable essentials: sun hats, handbags, umbrellas, games, and dresses. And, alll could be delivered within one hour by a Kate Spade Saturday bike messenger.