Nordstrom Local

Nordstrom Local is a retail space with no inventory. It’s about the size of a Starbucks, and it provides services like alterations, styling, pickups, and returns, and anything you order from a full-line Nordstrom department store can be brought to you at the Local store in a few hours. Locals extend the reach of existing Nordstrom full-line stores without the big commitment of opening more new stores. 

Leadership wanted the graphic identity for each Nordstrom Local to reflect the neighborhood vibe and provide clear signage explaining each store’s unique list of services. 

Based on regional research, I developed keywords to inform each store’s visual identity, defined requirements, and provided mentorship and content to my team keeping them on track for each 2-week sprint.

My Role: Graphic Design Manager
Objective: Graphic Identity for 3 Nordstrom Locals
Timeline: 2 weeks for each location

Brentwood, Los Angeles

Brentwood is a quiet, upscale neighborhood on the Westside. Tree-lined streets and well-tended homes in a range of architectural styles stretch up into the hills. The main artery, San Vicente Boulevard, features classy Italian eateries and warm cafes, plus the historic Brentwood County Mart, a family-friendly retail hub.

Design Direction:
Light • Airy • Hollywood Regency

The Process: I worked closely with the designer to define each of the Nordstrom Local’s neighborhood personality. We created mood boards for each location, defined placements, messaging priorities and wrote copy. With daily connects the designer built typographic studies while I worked on messaging hierarchy and placements. Sections of selected designs were printed out on a plotter and pinned to our studio walls to test at human scale. With only two weeks to design and produce each branded experience, we had to assume many hats including copy writing, design and engineering.

DTLA, Los Angeles

Downtown LA comprises diverse smaller areas such as Chinatown, Little Tokyo, and the Arts District, offering renowned art museums, cutting-edge restaurants, and hip bars with a mix of modern high-rises with architectural landmarks.

Design Direction:
Hard-edged • Urban • Bold 

Upper East Side, Manhattan

The posh, residential Upper East Side is known for its wealthy denizens, fancy restaurants, and designer shops along Madison Avenue. It’s a pretty neighborhood, with a mix of classic brownstones and upscale high-rises. Leadership wanted the space to relate to the neighborhood and support the current marketing Yes campaign. My team adopted a clean and simple approach to typography that incorporated existing design patterns from the Yes campaign.

Design Direction:
Clean • Simple • Yes Campaign

Takeaways: The two-week sprints tested our ability to work fast and deliver a quality product. I was proud of the work and the speed that it was delivered. It revealed how efficient the team can be when the problem is stated clearly and we are let loose to create a solution. It also revealed my ability to access a problem, art direct and write. I would have preferred a more aligned effort with marketing so that our designs were picked up for advertising.