Nordstrom Services
Experience Refresh
[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 both improve customer experience, and evolve from the previous orange-colored visual identity. 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 for cross-team use.Jacob Etelamaki, Creative Designer
Joo Oh, Principal Designer
Kirsten Houk, Principal Copywriter
Angelica Acebedo-Frint, Assoc. Creative Director
Åsa Sandlund, Creative Director
Bonnie Kate Wolf, Iconographer
Nordstrom UX Design Team
Nordstrom Visual Merchandising Team
Brand Guidelines
Iconography (in collaboration with Bonnie Kate Wolf)
Curbside Services signage, exteriorOrder Pickup decal, exterior
Out-of-Home
App Store experienceNordstrom Services landing page
Packaging (pre-existing)