Brand Story & Multichannel Experience
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 The campaign brought together historical content and contemporary experiences to create a cohesive narrative that connected customers with the brand’s rich heritage.
As part of the cross-functional design team, I helped develop digital experiences that supported the anniversary campaign across web, app, email, and marketing channels. The homepage and anniversary microsite served as central destinations for campaign content, product launches, and promotional events 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 thoughtfully integrated into a flexible system designed to extend seamlessly across customer touchpoints while maintaining a unified anniversary story
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.
Each module was thoughtfully crafted to balance editorial storytelling with merchandising needs, allowing historical imagery, campaign content, and promotional messaging to be updated efficiently without sacrificing design integrity.
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 honored Nordstrom’s heritage while facilitating 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.
Drawing from Nordstrom’s signature silver color palette, anniversary lockup, and campaign iconography, the designs were intentionally simplified to create a timeless expression of the 125th Anniversary celebration.
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.
Together, these pieces helped extend the anniversary story beyond traditional marketing channels, creating memorable brand moments that honored the company’s history while celebrating the customers who helped shape it.
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.
Combining heritage photography, editorial layouts, and narrative storytelling, these pieces helped bring the company’s history to life in an authentic and memorable way.
Activation Across Channels
The 125th Anniversary campaign extended beyond customer-facing marketing to create a cohesive experience throughout stores, malls, and employee communications. A comprehensive suite of assets was developed to support campaign awareness, celebrate key milestones, and ensure a consistent brand presence across physical and internal environments.
From environmental graphics and promotional signage to employee toolkits and communication materials, each piece reinforced the anniversary story while helping teams bring the celebration to life in a meaningful and authentic way.
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.
