John Moeller

Shinola: Identity, Advertising & E-Commerce


Shinola: Identity, Advertising & E-Commerce

Shinola, founded in 2012, makes high-end watches, leather goods, and bicycles, and manufactures everything in American factories. To launch the brand properly, they needed a brand voice as unique as their endeavor that spoke to luxury in a new way.

We sought to create a modern and quintessentially American brand for Shinola that captured their independence, pride, and sense of community. We designed a clean, bold brand identity, developed messaging and language, created a launch campaign shot in their factories, designed their e-commerce website, created takeaway books for customers, and developed an internal brand book.

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

Art Direction. Agency: Partners & Spade