Rebranding Neiman Marcus: A Journey of Brand Revival

Neiman Marcus, an icon of high-end luxury retail, faced unprecedented challenges in 2020 as it navigated filing for bankruptcy. This crisis spotlighted a critical issue that the company had been facing—the need for digital advancement and a branding facelift.

Unveiling the Investigative Project

In response to this industry-shaking moment, I embarked on an in-depth investigative project that spanned six months. It was an exploration into the troubles that a business can face when it falls short in the branding department. Neiman Marcus, with its 100+ years of history, presented a rich canvas to delve into.

Drawing Inspiration from a Legacy

Throughout my journey, I couldn't help but be inspired by Neiman Marcus's dedication to exceptional customer service and the enduring relationships it nurtured with its clientele. It was these values that became the foundation for the rebrand.

Breathing New Life into the Brand

The culmination of my extensive research, ideation, and creative endeavors was a refreshed brand identity that breathed new life and personality into Neiman Marcus.

The Brand Audit, a meticulous documentation of my research and findings, offers a window into the intricate process of transformation. It is an exploration of the history of the company, the roots of the challenges faced, and the directions that were explored.

The Brand Identity Guide

A vision realized and a brand reborn, the Brand Identity Guide showcases not only the final rebrand but also the intricate process that led to its creation.

In its pages, you'll discover the design rationale that underscores every facet of this rebirth. It's a celebration of what's possible when a legacy brand embraces change and embarks on a renewed journey of connection and luxury.