Case Study: Nordstrom unifies its affiliate brands with Liquid Agency

Nordstrom unifies affiliate brands with Liquid Agency in a 1-brand DNA strategy

Nordstrom, a major retailer, faced a challenge where customers were unclear about the relationship and value between its principal brand and its affiliate brands like Nordstrom Rack. To address this, Nordstrom turned to the vendor Liquid Agency for help with brand strategy and architecture.

Liquid Agency developed a new brand architecture strategy called "One Nordstrom DNA." This platform unified Nordstrom's core principles while allowing affiliate brands the flexibility to tailor their own positioning. Liquid Agency then created experience prototypes to illustrate how this new strategy could be implemented across all brands to deliver new value.

Nordstrom