Beauty Design Guidelines
Role: Art Direction, Design, Icons, Print, Digital
Production Designer: Kelsey Marshall
Project Manager: Jessica Kaufman
Photography: Anairim
As a key contributor to the success of the Nordstrom Beauty Core, I led an initiative to establish comprehensive Beauty design guidelines. These guidelines, covering logo use, photography, typography, signage, copywriting, icons and illustrations, serve as a foundational resource for designers. The Core is known for its merchant-driven programs such as Top Picks, Mini Must-Haves, Beauty Concierge, and Beauty Stylist, all of which are integral to the Beauty business. Through my role, I played a pivotal part in enhancing the overall visual aesthetic and reinforcing the brand identity for these programs.
Recognizing the need for a unified brand language, I conducted a thorough design review of past templates, identifying inconsistencies. Streamlining the design, I established a scalable system for each Core program, involving 22 template sizes and 150+ layouts across 33 stores.
In collaboration with a copywriter, we introduced descriptive copy for free beauty services, marking the first customer communication of this unique offering. Careful consideration of scalability was given to each design element due to variable content and program requirements.
