Articulating a belief, purpose and design system that points the brand toward a culturally relevant future
After moving the brand upstream, building credibility with designers and refreshing the overall store experience through new departments, we needed to tie it all together with a clearly articulated brand purpose to guide all of our actions moving forward. We began with a cultural truth Nordstrom has always exemplified: when someone dresses the part, they can go out and become who they want to be. We defined our purpose as outfitting people for their ambitions. This allowed us to create a brand that is constantly striving to move beyond surface level decoration and helping people change their lives in meaningful ways.
