Shinola came to Partners & Spade to create a brand identity and launch campaign as unique as their business model: manufacturing high end watches, leather goods, and bikes in the heart of Detroit and the American midwest. We created an identity, tone, and campaign that was direct, bold, gritty, and quintessentially American. Driven by content we shot on-site in their factories, the brand narrative was built around the humans who make the product. In parallel we designed their e-commerce and created a brand book, OOH campaign, and manufacturing books that paired with each product. As Shinola has evolved and scaled, the work has endured as the core of their brand DNA.
Art Direction & Identity Design. Agency: Partners & Spade