case studies
Client: Wells Lamont Retail
Wells Lamont is a 120 year old work glove manufacturer based outside Chicago. Known for quality leather rancher gloves it branched out into a categories including gardening, hi-dexterity, water-proof leather, synthetic leather throughout its history. It was acquired by Berkshire Hathaway in the 2013.
The Challenge:
Although the company had successful, competitors like Mechanix and Carhartt were attracting a younger audience and sales reflected the need for a total brand refresh. The newly hired Product Director's mission was to find the right designer who could also lead in a new brand strategy. Even though I came from a missy apparel background, it was this director's great eye and instinct to bring me on. My objective was to set new direction, redesign the branding assets as well as the product itself. My working relationship endured from 2014 through the middle of 2020.
Process:
Trend Research
Product Management provided me with fantastic and clearly defined objectives. Namely spreadsheets with current product images with features that must be included at various price-points within a category. There were some color limitations in leather due to commodity and import pricing structures.
Not only did I research the Menswear and Outdoor Accessory markets and runway on line, I travelled to stores to look at competitor product as well as observed that mass-transit commuters were wearing more "workwear" as streetwear.
"Working Man"
COLD WEATHER
Crossover/Urban
Print Concept
BEFORE
AFTER
Brand Refresh
For gloves that have a working purpose , much of the branding assets serve a function as well. Grip design, TPR Knuckle Protection, Adjustable Wristbands can also help tell the story.
HiDexterity Branding/Product
TPR: KNUCKLE PROTECTION
PALM PADDING
AND GRIP DESIGN
Introduce
Quality
Branding
Emboss
Mule
Transluscent
Blue TPR
Cold Weather
"Working Man" Herringbone
Crossover/Urban
Client: Wells Lamont
Brief: Women's Work and Gardening Gloves.
Refresh Branding Assets. Product Design. Print Design. First Spec.
GARDENING
KIDS PRINTS
Client: CINTAS
Brief: Hospitality/Medical/Construction/Workwear Illustrations for "Paper Doll" Sales and Merchandising App. Project needed someone who could easily emulate previous illustration style, color matching, surface treatments, pattern design.
CINTAS
CARHARTT
PRESENTATION
PP
SALES APP
CARHARTT
SALES APP
CARHARTT
CLIENT REQUESTED PRINT
TO ECHO TILE IN CAFE
TILE/VARIOUS
SCALE
EM DESIGNS Hospitality
UNIFORM DESIGN
& ILLUSTRATION
