BRANDING
A FAMILY LEGACY

Since 1936 four generations of Nelsons have been dressing the boys and men of Macomb, a rural farming community in western Illinois. What began with work jeans and flannel shirts, boy scout uniforms and suits for weddings and funerals, was suddenly facing stiff headwinds from shifting customer tastes and behavior.

Nelson’s was stuck in no-mans land. It meant little to too few. Perceived incorrectly by too many. Bogged down by a product mix that wasn’t needed or inspiring.

Nothing a bit of youthful energy (hello 4th generation) and a brand refresh can’t fix. Our goal wasn’t to align Nelson’s with the market expectations, but to separate it from accepting mediocre expectations. To show a better possibility. We started with the premise ‘when it matters most’ to highlight Nelson's unique positioning. It was our north star for remaking the brand inside and out. The elevated ‘O’ icon represented the epiphany we wanted customers to experience with the new store. Oh, wow! We created touch-points to further the sense of amazement.

Nelson’s business has grown 5x recently. Not because of the rebrand but because the project helped refocus its vision and purpose. It is now a destination store selling exclusive custom clothing, fine sportswear and luxury timepieces. Still from the same location in the same rural community. Proof that brand is much more than a logo.