John Moeller

Shinola: Identity + Launch


Shinola: Identity + Launch

Problem: 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.

Solution: 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.

Results: As Shinola has evolved and scaled, the work has endured as the core of their brand DNA.

Identity & Art Direction. Agency: Partners & Spade