NOrdstrom men's shop

The situation:
Leadership defined new men's market segments for the Nordstrom Men’s Shop and the brand deck needed to be updated to reflect the change.

The task:
Gather valid data (both quantitative and qualitative) from all teams that would be affected by these updates. Compile that data into an easy-to-use format for the men’s content strategist to incorporate into the new brand strategy deck.

The action: 
I worked with stakeholders to identify and document standards for imagery, tone and voice. Specifically, I:

• Worked with marketing to get detailed psychographic data about our target markets.

• Partnered with site merchandising to benchmark current content performance, as well as to get their feedback on proposed brand standards.

• Reached out to creative partners (stylists, art directors, creative directors, etc.) to incorporate each team’s standards for the new segments, as well as to share feedback from site merchandising.

The result: 
The updated deck was rolled out and implemented relatively seamlessly. Getting buy-in from partners at each step of the process reduced friction and increased efficiency throughout the life cycle of this brand deck.