As part of an ongoing strategic effort to reorganize under a practice-led model, Nelson Worldwide, award-winning architecture, design and strategy firm, has promoted Vice President and Retail Practice Leader Bevan Bloemendaal to chief brand and creative officer.
Bevan’s promotion comes on the heels of a “pivot to practice” strategy launched two months ago that shifts Nelson’s organizational structure from a regional model to one led by each of its 10 practices/platforms: Retail; Workplace; Mixed-Use; Industrial; Healthcare; Hospitality; Asset Strategy and Civic, Community, Justice and Education (CCJ&E); Global Solutions and Architectural Implementation.
In this newly created role, Bloemendaal will serve as creator, evangelist and quantifier, forming a critical bridge between magic, logic, art and science and partnering with practice leaders to shape the Nelson brand purpose, creative vision and visual brand language to ensure relevance in a highly competitive and constantly evolving industry, the firm said. Bloemendaal will lead the brand marketing, sales marketing, strategy and insights, digital experience and brand identity and communications groups. His role will focus on creating brand unity and a transformative human experience, unifying leadership, shared services (HR, Finance, Legal, IT), and all practices and platforms.
Prior to joining Nelson, Bloemendaal served as the vice president of global retail experience and creative services at the Timberland Co. as a creative leader who delivered disruptive marketing solutions. While at Timberland Co., he led the creative disciplines responsible for global store design, visual merchandising, art and copy, digital/e-commerce, and corporate events.