Neiman Marcus | The Butterfly

Publication covers serve as a billboard with the purpose of grabbing attention and at the same time reflect the very essence of a brand. Our objective for the book covers was quite simple - Make it Distinctive. Engaging. And Ownable.

The creative strategy resulted in defying the conventional fashion magazine approach of consistently including a super model on the cover and instead, commissioning a different artist for each issue to create a unique piece of artwork. The only requirements - it must be visually arresting and include a butterfly, a beloved icon which had been retired from the brand for over 30 years.

From the initial launch of the book, the butterfly became synonymous with the Neiman Marcus brand and has been strategically integrated throughout all channels including instore displays, merchandise, restaurants, and packaging.