Zero Agency Creates Digital Platform and Brand Refresh for Retailer Neighborhood Goods

In December 2022, integrated creative agency Zero collaborated with retailer Neighborhood Goods to develop a new digital platform and branding refresh. Neighborhood Goods, a contemporary department store that hosts direct-to-consumer and physical brands while offering events and dining, saw significant online sales growth during the pandemic, prompting a reevaluation of its digital retail approach. Zero aimed to translate the physical store experience—characterized by curation, warmth, and storytelling—into the online environment. Creative Director Chelsea Goldwell emphasized the goal of fostering a sense of community on the site, especially during pandemic isolation, and addressing the challenge of unifying the experience for over 130 partner brands. The agency implemented a flexible design system using geometric shapes and colors to frame content, with simpler forms representing partners and bespoke forms with ink traps reflecting the diverse team. Unique combinations of shape, color, and typography were developed to distinguish brand elements like values, collections, events, and themes. Personalization features included modules highlighting team perspectives with quotes and photos to enhance curation. The platform allows the Neighborhood Goods team to regularly adjust layouts and create varied content types, extending this adaptability to offline applications. Account Director Andrea Meilgaard noted that Zero handled the project holistically, from strategy to brand to website, creating a seamless design system across print, social media, and digital platforms. Zero, with offices in New York and Milwaukee, is an award-winning agency recognized in Fast Company's 2021 Innovation by Design Awards. The project reflects broader efforts to rethink online retail engagement and adapt to evolving consumer expectations.