A PR partner for a brand in motion.
New leadership, a new creative vision, and a mandate to grow women's, own leather, and build the cultural relevance a craft brand of this caliber deserves, without leaning on the Detroit story alone.
Shinola
Shinola didn't need more press; it needed a point of view. A platform to grow women's, make leather a headline and own the American wrist.
Built from a winning agency proposal I led strategy for. Ideas are shown as proposed; campaigns and partnerships that originated with the brand belong to the brand. My role was the strategy, the blank space and the platform.
Shinola doesn't need more press. It needs a point of view.
The task became building the architecture that earns Shinola its place as the definitive American luxury object, growing the women's audience without ceding an inch of the men's.
No brand owns the American wrist.
European houses own prestige. Coach owns the American bag. Hamilton owns the pop-culture play. The wrist of the maker, the collector, the creative director, the woman who built her career herself, belonged to no one.
The Great [Maker] Series.
A rolling cultural institution honoring the American original across every discipline, putting a different archetype on the wrist each time, from the comedian and the chef to the architect, the athlete and the musician. One brand story that keeps men, acquires women and makes Shinola culturally unavoidable at the same time.
Building on the collaborations and partnerships already in motion at Shinola, the proposal organized everything into three pillars. The Made Object, about the factory, the leather and the makers as a cultural address. Her. His. Theirs., about growing women's without losing men's. And Shinola Does [X], the home for unexpected moments that get the brand talked about, not just admired.
Won.