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Neiman Marcus

Finding the freedom
in reinvention

Ahead of the launch of its Hudson Yards flagship, Dallas-based retailer Neiman Marcus sought to recast its perspective on modern luxury. To speak to a customer base that values self-expression over traditional luxury cues, we explored Neiman Marcus’ playful past and built a vibrant world celebrating the joy of reinvention.


Tools
—Brand positioning
—Brand identity
—Campaign development
—Creative on-boarding & training


Process

One of my favorite parts of this design process was immersing ourselves in a room covered wall-to-wall, with historical imagery, iconic photography, and art from all eras.

One of my favorite parts of this design process was immersing ourselves in a room covered wall-to-wall, with historical imagery, iconic photography, and art from all eras.
Flora Chan, Senior Designer

Workshopping creative territories to identify tonal and visual qualities for the brand

Developing a campaign concept and art directing the photo shoot

Impact

The evolved Neiman Marcus brand champions the liberation and limitless self-expression that fashion can offer.

We launched the Hudson Yards flagship as NYC’s new playground for a global luxury shopper, where the ultimate luxury is the power to become whoever you want to be.












The campaign presented an exuberant and surrealist world for visitors to immerse themselves in

We loved diving deep into world–building by creating an intricate and immersive visual language, that could shape-shift in different ways.

We loved diving deep into world–building by creating an intricate and immersive visual language, that could shape-shift in different ways.
Sabine Dowek, Head of Design

A refined wordmark allowing for a wider range of expressions

In tandem with the Hudson Yards campaign, we developed a design system across print and digital that embodies the joyful spirit of the new brand. The restrained structure and elegant typography became a frame for vibrant, artful images.








Exuberance has always been inherent to the brand and we wanted to bring that forward in the photography.

Exuberance has always been inherent to the brand and we wanted to bring that forward in the photography.
Kelli Adams, Design Director

Comprehensive identity guidelines to equip Neiman Marcus’s design and marketing teams with tools for implementation