Nordstrom Weddings Brand Evolution
I developed the voice for the re-brand of Nordstrom Weddings. I outlined and wrote the brand book (below) that was then used to build the customer-facing marketing campaign and eventual in-store Wedding Suites. I also worked with my digital design counterpart to concept, plan, wireframe, present and create content for the first weddings microsite on Nordstrom.com. Personal highlight? A two-page ad spread in Martha Stewart Weddings.
Nordstrom Weddings ad in Martha Stewart Weddings, Fall 2010
The Challenge
Nordstrom had always had a wedding business online and in stores, but as an offshoot of the dresses department, it was not a distinctive, special experience. Additionally, Nordstrom was losing market share to vertical retailers like J. Crew, who were attracting young brides with boutique-style experiences and modern, relatable marketing campaigns.
The Strategy
Rebrand Nordstrom Weddings to communicate with “the connected couple” – the bride and groom who know what they want and just need someone to help them get it all.
With a new brand voice, which I developed, and a more modern visual approach paired with the promise of Nordstrom’s exemplary customer service, we’d show couples how easy it was to style their wedding and beyond. The overall goal wasn’t just to serve brides for their special day, or from wedding to honeymoon, but to develop long-lasting customer relationships for the bride’s happily ever after.
The Solution
A brand book (below and here), which I outlined and wrote in the updated brand voice, showed how refreshed marketing campaigns and in-store experiences that focused on the entire wedding journey could better engage brides and grooms.
I also wrote branded editorial pieces for The Thread, Nordstrom's blog, where I ran the Weddings section, sourcing and featuring real wedding stories from Nordstrom customers. To support the revamped Weddings business, our team built a microsite on Nordstrom.com to showcase dresses, styling guides and services information for the bride's big day and beyond.
The results
The Nordstrom Weddings Brand Evolution book was used to reinforce and inspire customer-facing marketing campaigns, a Weddings microsite on Nordstrom.com, and in-store Wedding Suites, which provide luxurious and fun personal styling experiences for brides and their bridal parties. In March 2010, after opening Wedding Suites in nine stores as a pilot, Nordstrom enjoyed a 30% increase in new customers.
Roles:
Editorial Lead
Brand Voice Strategist
Copywriter
Online & Catalog Campaign Creative
National Print & Digital Advertising