In 2016, the Nordstrom loyalty program was outdated and print-focused. My team was tasked to update our creative approach to be digital first, aligned with UX to make functional information easy and predictable, aligned with a four-box approach, and to create two-way engagement. We also wanted to simplify our creative, make it more gender neutral, and create tools for our creative team to create work that was consistent with the Nordstrom Rewards brand and that would align with future art direction.
The solution focused on use of timeless metallics layered into our existing rewards levels, to give customers a visual cue to their rewards level. We provided direction for photography that explored metallics an an upbeat, engaging way. This created useful and cohesive image bank for our designers to pull from as they executed a high volume of marketing pieces across multiple platforms.
My role: Design.