Brand Story & Multichannel Experience – 125th Anniversary
To commemorate Nordstrom’s 125th Anniversary, the company launched a year-long celebration honoring its history, customers, and legacy through exclusive product collaborations, special events, giveaways, and storytelling initiatives. The overarching campaign strategy was developed in partnership with an external agency, establishing the visual framework and anniversary identity used throughout the celebration.
As part of the cross-functional design team, I helped translate that vision into digital experiences across Nordstrom’s web, app, email, and marketing channels. The homepage and anniversary microsite served as central destinations for campaign content, product launches, and promotional events, bringing together historical content, editorial storytelling, and customer engagement throughout the year.
Designed in Figma and implemented within the Sanity headless CMS platform, the experience utilized a scalable component-based framework that enabled consistent execution across desktop, mobile, and app environments. Historical imagery, editorial content, and promotional assets were integrated into a flexible system designed to support the anniversary campaign across a wide range of customer touchpoints.
Modular Storytelling at Scale
The 125th Anniversary campaign required a flexible design system capable of supporting a year of evolving content, product launches, giveaways, and historical storytelling.
Modular components were designed to adapt seamlessly across mobile, desktop, app, and marketing channels while maintaining a consistent visual language throughout the celebration.
The result was a scalable framework that brought Nordstrom’s 125-year legacy to life through a cohesive and engaging customer experience.
Microsite Destination: Product & Event Showcase
The 125th Anniversary microsite transformed a milestone celebration into an interactive storytelling experience. Acting as the campaign’s digital flagship, the site showcased archival imagery, brand history, product collaborations, and special events through a carefully curated blend of editorial content and promotional messaging.
Designed using a scalable component system, the experience provided the flexibility needed to support a constantly evolving campaign while maintaining visual consistency across platforms.
The result was a modular destination that could facilitate multiple updates throughout the year.
Digital Gift Cards
Commemorative gift card designs were created to celebrate Nordstrom’s 125th Anniversary through a collection of clean, graphic compositions inspired by the brand’s history and iconic visual elements.
Using the established anniversary identity as a foundation, the designs adapted campaign graphics, iconography, and brand elements into a digital format, extending the celebration into an everyday customer touchpoint.
Authentic Brand Moments
To celebrate 125 years of Nordstrom, the anniversary identity was applied across a diverse collection of commemorative products and special-edition offerings.
From coffee mugs and tote bags to collectible license plates, coffee packaging, and the iconic Nordstrom tomato soup, each item transformed the celebration into something customers could experience, share, and take home.
Celebrating the Stories Behind the Brand
The 125th Anniversary campaign provided an opportunity to share the moments that have made Nordstrom a lasting part of customers’ lives. Featuring stories of iconic brand symbols and personal customer experiences, the content highlighted the traditions, memories, and relationships that continue to shape the Nordstrom story.
Activation Across Channels
The 125th Anniversary celebration extended beyond digital experiences into stores, malls, events, and employee communications. A broad collection of assets was developed to support anniversary programming, promote key initiatives, and maintain a consistent visual identity across both customer and internal touchpoints.
The work included environmental graphics, promotional signage, employee communications, presentation materials, and event support assets. Together, these pieces helped extend the anniversary identity throughout the organization while ensuring the celebration was visible wherever customers and employees interacted with the Nordstrom brand.
Brand Keepsake Ornament: Old World Christmas
For the 125th Anniversary celebration, I explored a series of ornament concepts that celebrated the company’s history through holiday-inspired storytelling, archival references, and anniversary branding.
The final design was crafted by Old World Christmas using the simplified iconic silver box drawing as inspiration.
Collaborations, Activations & Sweepstakes
A coordinated social campaign helped amplify the 125th Anniversary celebration through product spotlights, sweepstakes promotions, and customer engagement initiatives. Featuring commemorative merchandise, exclusive giveaways, and anniversary storytelling, the content extended the campaign narrative while creating opportunities for customers to participate in the celebration.
Together, these activations transformed anniversary products into memorable brand experiences that connected customers with Nordstrom’s history in fresh and engaging ways.
Brand Story & Multichannel Experience – Anniversary Sale
Nordstrom’s Anniversary Sale is the company’s largest event of the year, requiring a cohesive creative system that spans every customer touchpoint. Working as part of the creative team, I designed and developed assets across digital, social, email, employee communications, public relations, and on-site experiences to ensure a consistent and engaging brand presence throughout the campaign.
From customer-facing marketing to internal communications, each piece was crafted to support the excitement of the event while maintaining a premium, brand-forward experience. The work demonstrates my ability to translate a large-scale campaign into cohesive, scalable creative across multiple channels, audiences, and formats while collaborating closely with cross-functional teams to deliver on ambitious timelines.
Email Campaigns
Product-driven email campaigns required close collaboration across merchandising, marketing, creative, and production teams to bring each story to life. From selecting featured products and coordinating photography to developing layouts and refining messaging, every email balanced business objectives with a compelling customer experience.
Working within fast-paced campaign timelines, I partnered with cross-functional teams to create visually engaging emails that showcased seasonal assortments, supported key marketing initiatives, and maintained a consistent brand experience across digital channels.
Events Design
Creating memorable event experiences meant extending the Nordstrom brand beyond digital channels into physical, customer-facing moments. From promotional event tickets to interactive installations like a custom-branded claw machine, each piece was designed to generate excitement, encourage engagement, and support the larger campaign story.
Working closely with marketing, event, and production teams, I developed creative that balanced brand consistency with playful, experiential design, ensuring every touchpoint contributed to a cohesive and memorable customer experience.
Homepage Campaign
Homepage campaign placements served as key storytelling moments, combining curated product imagery with graphic elements to create engaging, visually impactful experiences. Each composition was designed to capture attention, communicate seasonal themes, and guide customers into featured categories and promotions.
