Could a luxury brand be born in Detroit?

Shinola
Branding E-Com

An identity and launch campaign to introduce Shinola to the world. Shinola is an authentic and uniquely American brand in Detroit. They embody the spirit of American Industry—which became the driving idea behind the identity we built. Art direction and design reflects the makers and the industrial process. This work has remained their consistent brand DNA as they have scaled up to a global scale. My Role: Design and Art Director. Made at Partners & Spade.

© JOHN MOELLER 2022