Jacob Etelamaki

Nordstrom Services Refresh
2022–23

Nordstrom Services sets 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. A true cross-collaborative effort, three teams came together to develop a net-new iconography library, a refreshed in-store signage system, and an updated look for digital marketing—all anchored by new brand guidelines.

Designer: Jacob Etelamaki & Joo Oh
Copywriter: Kirsten Houk
Creative Director: Åsa Sandlund, Angelica Acebedo-Frint
Iconography: Bonnie Kate Wolf

A collaboration with the Nordstrom UX Design Language Systems and Visual Merchandising teams.

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.

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.

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.