Nordstrom Services Refresh
Brand Systems, Iconography & Signage
2022–23

Nordstrom Services set the retailer apart by providing customers a personal, memorable and consistent shopping experience. Moments such as personal styling, alterations, order pickup and returns are all categorized under the Services experience.

Over the course of two years, we refreshed the Services sub-brand through simplification and consolidation—aligning with the overall Nordstrom brand identity to provide a seamless visual experience from digital to in-store for our customers. A masterclass in cross-collaboration, three teams came together to: create a net-new iconography library, a refreshed system for in-store signage and a new look for digital marketing—all facilitated through a new brand guidelines.

Jacob Etelamaki, Creative Designer
Joo Oh, Principal Designer
Kirsten Houk, Principal Copywriter
Angelica Acebedo-Frint, Assoc. Creative Director
Åsa Sandlund, Sr. Creative Director
Iconography by Bonnie Kate Wolf

A cross-functional collaboration with the Nordstrom Visual Merchandising & UX Teams

Iconography

Iconography served as the main tool for a unification of the digital and in-store experiences. Previously, there were two sets unrelated icons and pictograms which led to confusion and difficultly in identifying Services.

We worked with iconographer Bonnie Kate Wolf to create a simplified yet unified set of icons for use across digital, print and in-store. Each icon is meant to easily identify a specific service or function, while also having the flexibility and clarity to work at any size.

Iconography in collaboration with Bonnie Kate Wolf
Animation by Yeongku Oh

Signage & Visual Merchandising

In-store and exterior signage was redesigned to more strongly align with the overall Nordstrom brand, and provide clear & easy identification for customers on-location.

Familiar elements, such as the Services iconography and bespoke pattern, help identify Service while unifying the digital and physical brand expressions.

Order Pickup decals, exterior

Curbside Services signage, exterior

Digital & Brand Marketing

Marketing communications related to Services were simplified to reflect the most essential elements of the sub-brand expression, and utlize iconography for a quick & identifiable read or literal photo depictions for more emotionally connected elements.

Familiar existing brand elements, such as packaging and gift cards, now align closer with the overall Services experience.

Photo direction

Email footer

Services landing page

Out-of-Home