New Beauty concept shop | Pop-In@Nordstrom | Design, Typography, Digital Experience, Social Media
Centered on self-expression, self-care, saturated colors and subtle glow, PopIn@Nordstrom: New Beauty features the best of what’s next. From sustainable skin care and CBD to supplements, tools and major makeup moments, the future is looking very bright.
Pop-In@Nordstrom launched the New Beauty concept shop on August 7, 2020 in select Nordstrom stores and online at Nordstrom.com/pop. My role within the design team was to help create the brand story for the shop, starting with developing a visual moodboard and designing an original lockup and color palette. We then moving onto the digital experience, from the concept shop landing page to social assets and e-mail marketing. We also worked alongside visual merchandising, to ensure our brand vision came across seamlessly in the physical store space as well.
digital experience
Instagram stories
Designing the Lockup
The process for designing the lockup for this shop started with gathering inspiration that represented our creative strategy. We tested several different directions initially, including all caps, all lowercase and title case, classic serifs and bubble lettering, both in flat black and with color effects. It was also important to acknowledge some key deliverable components: the final lockup is designed to work across mobile, desktop and in physical store, and integrate successfully with the existing Pop-In@Nordstrom lockup.
final lockup (horizontal + stacked orientation)
typography + color palette
project moodboard
process + explorations
About Pop-In@Nordstrom
Launched in October 2013, Pop-In@Nordstrom is an ongoing series of themed pop-up shops that transitions every four to six weeks to offer a new shopping experience and batch of new, often exclusive merchandise. Pop-In takes two forms: a shop curated around a theme featuring brands across different product categories (fashion, beauty, lifestyle, home/garden, sports/outdoors, etc.), or a partnership with a single brand to bring the world of to customers. Pop-In@Nordstrom was built on a monthly rotation to keep customers coming back to discover new brands, new merchandise and create a fun and compelling experience in stores and online. Each shop features a mix of hand-picked merchandise spanning the high/low price range, with price points often starting at $5.
