PROJECT
Durable Goods
MADE IN THE USA
These Brandmarks made their way onto apparel in the form of garment labels, and details on buttons and trim.
CASE STUDY
Lands' End Brand Identity
EXPLORATION
Information is readily available online describing the ongoing turnover in executive leadership at Lands' End, and with each new administration comes a drive to leave a mark. In an effort to respect the heritage of the brand for a change, my team and I decided to let the lighthouse that has been an enduring part of the company's history, inform our contributions to brand identity initiatives.
During my tenure there was a welcome emphasis on handmade goods with a conscience. Projects such as "Durable Goods" made in the U.S.A., and the "Titletown" Green Bay Packers partnership allowed us to bring a level of authenticity back into the work we were doing and gave rise to one of my favorite brandmarks: "A Beacon for What's Real."
BEFORE & AFTER
Gary Comer called his new company "Lands' End" because, he said, "It had a romantic ring to it, and conjured visions of a point to depart from on a perilous journey."
Green Bay Packers
HOLIDAY PARTNERSHIP
As part of a larger program of holiday apparel, I designed a nostalgic brand mark that would be embroidered on hats, scarves, rugby shirts etc.
The inspiration for the illustration I created came from the team archives.