Nordstrom was producing more digital content than it had structure for. New stories, brand launches, seasonal pushes, occasion guides. All hitting email and site simultaneously with no organizing logic. Customers saw volume. Not clarity.

Concepted a framework that sorted content into named categories, each with its own identity. "What's Now" covered trending brands and arrivals. "On Our List" framed seasonal picks and essentials. "Where to Wear" and "Wear to Where" broke down occasion dressing from opposite directions. Each bucket got a custom icon and a dedicated typographic mark sourced specifically for the system. The naming had to feel editorial, not navigational. Magazine language, not menu language.

Pitched the concept internally and secured buy-in across merchandising, marketing, and editorial teams. The framework became an organizational tool before it ever reached customers. Planning meetings used the same vocabulary. Content calendars mapped stories to buckets. Teams started thinking in categories rather than isolated campaigns.

Customer-facing, the framework powered homepage modules, email sections, and full landing pages. Each content area could run independently or alongside the others depending on the seasonal calendar. The icon and naming convention gave every piece of content an instant signal: what this is and why it matters right now.

The result was a 22% lift in engagement. Customers browsed longer because the structure told them where to look. The framework held for years, becoming foundational vocabulary across the digital organization.

Services
— Content Strategy
— Brand Design
— Naming
— Design Systems