Removing superficial decoration in favor of a more expressive and ownable design language
In 2010, Nordstrom lacked a clear point-of-view. At this same time, they made the strategic decision to move upmarket. This new reality created the need to create more relationships with a more diverse group of designers and target a much more design-conscious client. To do this, we began by stripping away a superficial set of design components the brand was using, which consisted of an illustration style and type treatment. In its place, we built a diverse and flexible design language that allowed us to communicate a broader range of ideas and emotions. Through this work, we gave Nordstrom an exciting new look and set of tools ranging from photography and illustration to branding and interior design—all of it ownable and original to the brand.
