Nordstrom

The Challenge

Well Suited to Survive

Nordstrom is a family retail empire that dates back to a shoe store founded in 1887 by patriarch John W. Nordstrom. After generations of growth and change, Nordstrom came to GIRVIN with a legendary reputation for customer service but with a gradually aging, “establishment” persona. Nordstrom’s challenge was to infuse vitality into their brand with fresh, invigorating ideas and approaches.

The Solution

Oh, the Urbanity!

GIRVIN’s team engaged with Nordstrom over the course of a 25 year relationship. At the heart of their comprehensive identity is a custom-designed alphabet created solely for Nordstrom. From that basic DNA arose a broad and cohesive program of brand communications, from brandmark and color palette to retail support, packaging and environmental graphics with the spirit of authenticity and exceptional craftsmanship that defines the brand.

Retail Perfection

GIRVIN’s Ideator^® naming and brand development team was asked to create a naming strategy for an active women’s brand (now expanded to include men and girls) then in development by Nordstrom’s internal brand development group. The new product line retained Norsport’s utilitarian nature, but injected a greater focus on fashion, which liberated customers to go straight from the gym to brunch—what has now become known as “athleisure”.

Our only constraints for naming were that it reflect athleticism and be short enough to be easily applied to clothing. Our initial rounds of names explored diverse tacks, including totally abstract, created names. “Zella” appealed in a number of aspects—including being memorable and easy to say. Our thinking behind this word: at its roots is “bella”, Italian for beautiful, but contemporized with a “z”—it’s beauty with a zing! Additionally, the name recalls “gazelle” and harbors the suffix “-ella” which is typically used to make a noun feminine. The logotype we developed evinces a lean physicality in the thick-thin character of the custom type forms.