From the aptly named Creative/Special Projects team at Nordstrom came (among many other things) new and experimental “shop-in” shops focused on growing and evolving the brand, serving more people, honoring niche communities, and collab’ing with new partners.

This is Nordstrom x Nike, a club intended to celebrate hot drops, forward-leaning fashion, femme creatives, and sneakerheads who don't always feel welcome in the conventional, male-dominated shoe-game sphere.

I developed NxN’s unique brand voice—a little more brash, colloquial, honest, younger—because we weren’t talking to the typical Nordstrom shopper anymore and tested CTAs and unorthodox messaging to promote anticipation, urgency, and conversion.

I also brainstormed store and campaign concepts, interviewed cool people (CEOs, models, photographers, humans), and developed and executed all omni-channel copy for our near-monthly updates and overhauls, deliverables for which included microsite experiences, emails, ads, print/signage, and more.