Nordstrom Creative Content

Below is a selection of content created for Nordstrom campaigns for a variety of different departments
including Accessories, Lingerie, Women's Apparel & more. Campaigns would run across the Nordstrom
site including editorial pieces, ads, department landing pages placements, headers and emails.

Womens Apparel

Right Now - Women's Contemporary:

The women's contemporary campaign is an ongoing initiative, that features multiple iterations throughout the year. It's aim is to position Nordstrom as the destination for aspirational modern and contemporary brands.
The target demographic is women aged 25 - 35, who update their wardrobes styles seasonally. When transitioning from Summer to Fall, this customer is actively looking for brands to be inspired by and informed about, so success was marked by brand awareness and discoverability.

With brand being the most important component in the main experience, we decided to give them prominence by making them larger than our headlines. The location, styling, and photography all provided a sleek and stylish aesthetic which was carried through into the designs, soft colors and a simple but strong layout that puts emphasis on the imagery and brand.

Holiday Dressing - Women's Trends:

Activewear

Zone Zella Pop Up -

Zone Zella was a multichannel campaign where I was the lead designer, working alongside copy, iDev, brand strategy and video. The campaign consisted of the site experience, mobile placements, social media, blog posts, emails, online ads and an in-store pop-in shop.

The campaign's aim was to showcase the new range of clothing from the in-house Nordstrom activewear label Zella. This was the first time Nordstrom had developed a Pop-in concept for one of their own brands and expectations were high. The design and copy teams worked closely with the iDev and Video teams to create a unique site experience using parallax scrolling alongside mesmerizing video and brand new site technology that reflected the high-tech performance of the activewear brand. These visuals were then translated into the store experience with video projecting across the space and large scale graphic treatments featuring throughout.

The campaign resulted in great success, total demand was $3.2 million, which was a 67% increase over the campaign running in the same spot the previous year. Zone Zella became the most successful Pop-in store for Nordstrom earning the highest sales of any other, as well as generating top performing Facebook posts and over 85 million Media and PR impressions across numerous platforms.

Video by Jordan Becke

Accessories

Spring Trends:

“AS A woman, I WANT to know where to find out about the latest accessories trends, SO THAT I can be
inspired, browse, and buy with confidence” - Usability Guidance Statement

The aim of the project was to position Nordstrom as the authority for accessories trends by providing relevant information that creates a need. Making Nordstrom the place to go for top emerging brands as well as trends. Target audience, Women aged 25 - 44, with shopping habits relating to Designer and Modern. Spring is a transitional time of year, where customers are looking for inspiration and direction for the following months. The main business issue that can arise with accessories is that the items in the department are not deemed as necessities, making conversion harder.

A deck containing inspiration for art direction, lighting, styling and embracing the Spring color palette was created in conjunction with Brand Strategy and was to be the starting point and guidance for the campaign. Problematically, imagery for the online portion of this campaign eventually came from multiple sources. So while the overarching campaign direction was clear, from a design perspective we had the challenge of needing to create a cohesive experience with imagery shot at different locations, with different models, backgrounds & lighting. We decided to use the color palette as the basis on which to build the visuals around, and let the trends be the driving force of engagement.