A year of emerging-brand merchandising for Nordstrom, in stores and online. One heart icon borrowed from Instagram, and twelve months built on top of it.
People already tapped that heart all day without thinking.
The tiles ran on Instagram too, so the heart ended up back in the feed it came from.
TIBI story on Instagram
The tile in the wild
Shot on the trench
Scroll. It fills the mat, then travels the frame
The middle slot took whatever the brand had already licensed.
Name on top, heart and endorsement at the base. Helmut Lang shot cold and minimal, The Great warm and narrative, See by Chloé led with product, and the tile carried all three.
The grid, the type, and the icon were fixed. Everything else was open.
Everyone already knew what the heart meant
Larger crops and tighter compositions on Loved. When TIBI got the Loved treatment, the fur coat and the profile portrait ran at full-page scale.
Merchandising picked the tier. Weekly pushes went out as Liked and the seasonal flagships as Loved, and that was how priority got signaled, with no brief that said "make this one bigger."
Only the size changed from one to the next.
On the landing page the stories were organized by brand, with the heart as the bookmark through the grid. The photography from a 1080-square social post scaled up to a 1440-wide hero with no new art direction, just a crop spec.
The layout went the whole year untouched.
The whole campaign came out of a five-minute idea.
Campaign Design
Design Systems
Photography Licensing
Editorial Systems
