New Classics

Client: Nordstrom
Website: nordstrom.com
Services: Branding, Web, Print

BUY THE BEST AND KEEP IT FOR LIFE

Pop-In@Nordstrom New Classics rounds up the favorite versions of iconic life essentials, from perfect sweaters by &Daughter and exclusively designed Woolrich blankets to special-edition Arc’teryx mountain jackets and storied Leica cameras. Buy the best and keep it for life—and look good while you’re at it.

The Pop-In shops are curated by Olivia Kim—Nordstrom’s wave-chasing, Prada-wearing, tattoo-collecting Director of Creative Projects—Pop-In@Nordstrom is an ongoing series of themed pop-up shops meant to showcase deserving designers, expose you to something surprising and embrace Nordstrom’s exploratory heritage (which traces its start to turn-of-20th-century Seattle). Because the Pop-In themes are temporary and ever changing, they hope you’ll find something you love today and something you love even more tomorrow.

THE TEAM

Nordstrom — Seattle, WA

ART DIRECTION —
Strath Shepard — Creative Director

DESIGN —
Brit Zerbo — Web Designer
Donovan Nguyen — Web Designer

DEVELOPMENT —
Adrien Lo — Developer
Rob Graham — Developer

CLIENT ENGAGEMENT —
Karly Orr — PM

Timeline

PROJECT —
August 2015

LAUNCH —
September 2015

THE CHALLENGE

The Pop-In’s themselves are a test of quick strategic thinking, trusting your gut and producing a variety of concepts in a short amount of time. Each Pop-In runs for only a month. Because of this our timeline from concept to completion mirrors that month timeline.

When it was decided that we were going to create a Pop-In around the everyday classics, Olivia often gave us a select group of adjectives to base our thoughts and design around. With New Classics she wanted to touch on the throw back nature of the products, but needed the branding to feel separate. It was a moment of given two completely opposite styles and then told to find a way to marry them together.

OUR FOCUS —
• Creating a unique experience that our users haven’t seen before
• Branding is bold and bright, standing out from the product
• Encourage sharable elements, both online and in-store
• Make it move!

BRANDING NEW CLASSICS

The look and feel went through multiple reversions before coming to the final logo and design elements. We landed on House Slant as the main typeface for New Classics and pursued a primary color palette with cheeky illustration and GIF accents.

LOGO

BRAND HEADERS

New Classics Felix Baseball

Responsive Website

A tight timeline pushes a “normal” design discovery phase to the way side. Often times we’d go straight to the computer and iterate on a few concepts that immediately resonated with the current Pop-In concept.

Here are three concepts that were mocked up and then walked through with the broader team. My Creative Director, Strath Shepard, and Olivia Kim are very visual individuals and often needed fully designed comps to see the larger picture.

Concept One

Concept Two

Concept Three

The third concept evolved into what became the final design which included a more simple grid layout that had video, motion and CTA’s peppered throughout the the Explore Page. The Shop pages could be viewed through a variety of different ways: Viewing all of the products and category based, which contains Womens, Mens, Accessories and Home.

HOME SCREEN

New Classics Explore page

WOMENS CATEGORY PAGE

SETTING UP A FRAME

IN-STORE EXPERIENCE AND GIVE AWAYS

Like most Ecommerce companies these days, our online presence at Nordstrom was extremely important, but along with designing a unique experience for web we had to always shift our mindset to how this would represent itself in a brick and mortar.

We strived to create a space that felt unlike anything anyone has experienced in Nordstrom. We created custom bags for each Pop-In and always has a share-able “selfie moment”.

Photo from Top Left: In-store shop, shopping bag, window display (with Donovan highfiving the giant smiley) and a sticker take away.

New Classics In-Store and Giveaways