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NORDSTROM RACK | THE RACK × BBBS | SPRING 2019
NORDSTROM RACK ×
BIG BROTHERS BIG SISTERS
CAMPAIGN IDENTITY & PRODUCTION
While working as a designer for Nordstrom Rack’s in-house creative team, I was tasked with designing the identity for the brand new partnership with Big Brothers Big Sisters (BBBS). While meshing two very different-looking brands together can be a challenge, it was a project I had a lot of fun with, and it has been rewarding to look back on, as well as seeing the initiative still thriving today.
In May 2019, Nordstrom Rack partnered with Big Brothers Big Sisters chapters across the United States to promote donations for the non-profit. This was Nordstrom Rack’s first ever longtime partnership.
The fundraiser was centered around $10 donation cards customers could purchase at the register that would ‘sponsor a moment’ for a little brother or sister in the organization, such as smaller moments like learning to tie a tie, or bigger life events like preparing for a job interview.
The challenge with any partnership of two organizations when it comes to design is finding a way for the two to visually coexist. The Rack and BBBS in this case have very different branding. They had to be combined in a way that respected both sets of brand standards, and both stand out in the stores to call out attention, as well as not appear too out of place.
With the guidance of my manager and approval from BBBS, I determined the best way to present the two brands was to use Rack typefaces, but incorporate BBBS brand colors and photography. Both logos would be featured equally and prominently on all assets.
I designed every asset, from store signage for every Rack location, employee buttons for their aprons, digital assets for marketing, and the donation cards.
The initiative proved to be a great way for Nordstrom Rack to give back to its stores’ communities. The partnership is still going strong to this day, and has raised over $3 million since its 2019 launch.
Overall, this was a rewarding and fun project to work on, and it’s great to see that such a beneficial partnership has continued on through the years. This project taught me how to be resourceful and creative with the toolkits I’m given in order to blend two different brands into something that looks like it was meant to be.
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