Shinola

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  • 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 2014 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 and Griffin Creech
    Copywriter: Griffin Creech
  • Below, a selection of brand print and out of home.
  • Below, The Shinola Book of Craft. A full-length photobook with accompanying text that chronicles the craft with which Shinola goods are made. And printed in the USA, of course.
  • Shorter books were also designed for each product line. I interviewed the craftspeople responsible for the production of Shinola goods, and chronicled the production step-by-step. 
  • Shinola Bicycle Book
  • Shinola Watch Book