The Ivy Park launch for Nordstrom, the exclusive US partner. Six weeks from moodboard to live, and most of the product gone within days.
Ivy Park was staking out a spot between luxury fashion and athletic performance, and there was no obvious reference for it. The design had to sit in that gap and feel like it belonged there.
The Timeline
Week one: references, moodboards, competitive audit. Weeks two through four: wireframes, design concepts, copywriting, motion studies, all of it presented to Beyoncé's creative team, revisions turned around overnight. Weeks five and six: build and ship.
The Freedom
The portraits came editorial in tone, with range across body types and ethnicities. Everything around them was open territory.
So the type went larger than expected, motion lived in every scroll position, and the photography kept room to breathe.
The Scope
One scrolling brand experience. Launch emails timed to the drop. Digital marketing across Nordstrom's owned channels, social cut for each platform, in-store signage for the locations carrying the line.
All of it built from the same handful of elements.
Campaign assets
Experience, email, social
Product and editorial
Scroll. It fills the mat, then travels the frame
The hexagon started as a way to cut portraits out of a grid.
Every photo came in as a rectangle. Then the shape was on everything.
Angled edges against straight photography gave the athlete portraits some tension. Then the shape ended up doing the framing, the motion and the signature all at once.
The Polygon
A hexagonal frame, sometimes cropped tight to a jawline, sometimes open wide enough for a full figure.
On scroll it rotated slowly, which gave the flat photography some depth. Under the hood it was one CSS transform.
Typography at Volume
"Confidence is Strength." The type ran big, and the copy got written during production, line by line, as the pages took shape. Short lines in the present tense, talking straight to the reader.
CMS Legacy
The experience needed components Nordstrom's CMS didn't have: parallax modules, animated polygon masks, full-bleed video that played on scroll, type lockups that scaled with the screen.
So they got built, and they stayed in the CMS after the launch.
For everybody and every body
Nothing came with it except the photography and the name. No palette, no type, no rules.
There was never a master file. It stayed consistent because the group building it was small and didn't change. What follows is the working kit: the letterform behind the logo, the colors as they ran, the type at full volume, and the shape the identity leaned on.
Emails, banners, social, in-store signage.
That worked because the elements were simple. A polygon crops the same at 300px and at 3000px, bold type reads at any size, and black-and-white photography goes to any aspect ratio.
Live in six weeks.
The creative direction, typography, layout, motion, copy and rollout all happened in a Nordstrom office, with a small team and a hard deadline. The brief was open enough to allow real decisions and tight enough on time to require them.
After launch, Beyoncé sent the team a personal thank-you video. That part stays off social.
Campaign Design
Experience Design
Copywriting
Custom Components
HTML/CSS/JS
