Shinola is a WWII era shoe polish brand re-founded as a manufacturer of high quality consumer goods, all made in America. Handmade watches are their main focus. They built their own watch factory in Detroit with the capacity to make a half-million watches a year. They're also manufacturing high end bicycles and leather goods here in the U.S. After a successful launch, all signs point to a successful 2013 and beyond. This is a company that every American, at least every one that I've met, wants to succeed. I believe it will be a blueprint for how American manufacturing can not only survive, but thrive in the coming decades. I wrote their tagline and I was proud they were able to trademark it. I also worked closely with the company founders to create a brand voice that rolled out across print, OOH, and digital.
Agency: Partners & Spade
Creative directors: Anthony Sperduti, Andy Spade, and Griffin Creech
Copywriter: Griffin Creech