Heritage Leather Goods

Creating a Cohesive Brand Experience

I developed a visual language for Will Leather Goods, connecting the brand's identity with its product storytelling and digital presence through a cohesive set of creative guidelines and applications.

Brand Direction · Visual Identity · Brand Guidelines · Digital Creative Direction · E-commerce · Social Media

Building a visual language.

The Approach

I developed guidelines for photography, typography, color, layout, and visual storytelling, creating a flexible creative system that could be applied across the brand.

Logo for Will Leather Goods featuring a silhouette of a calf with a large background. Text includes 'WILL,' 'EST. 1981,' 'LEATHER GOODS,' 'AN ADLER FAMILY CO., EUGENE, OREGON,' and 'USA.' A small section of a map is visible on the right.
A collage showing a man working on leather crafts, a close-up of leather and stitching, a woman by a rocky shoreline, and a person measuring leather with a ruler, with a background of map outlines and text about leather craftsmanship.
A profile of Will Adler wearing glasses and a wide-brimmed hat, working with leather in a workshop. The image accompanies a brand story about his background and partnership in leather goods.
A collage with the title 'Values That Define Us' at the top. The left side features a list of values in bold black and gray text, including words like 'honest,' 'authentic,' 'family,' 'trustworthy,' and 'kind.' The right side has three pictures: an o
A colorful magazine or brochure layout with a title "The Road Forward" and a paragraph about the company's commitment to sustainability, growth, and storytelling. Contains a background map on the left and a photograph of a dirt road in a hilly landsc
A brand guideline page featuring four images: a cactus near the ocean, a neon-lit car at night, an aerial view of mountains and coastline, and a woman with a skateboard beside a car at sunset. The text discusses the brand's roots, global presence, an
Design board showing logo and branding guidelines for Will Type & Logo, including font samples, do's and don'ts, and application examples, with a map and leather texture background on the right side.
An infographic titled 'Color & Texture' explaining a brand's focus on natural materials and layered visuals. It includes a color palette on the left with shades from black to cognac, and sample textures and patterns like wood, fabric, leather, and a
Text reading 'TELLING OUR STORY' with a map of Eugene, Oregon, on the right side and a logo for Will Leather Goods on the top left corner.
A digital graphic displaying tips for authentic product photography. It features five sections: a woman walking in nature, a collection of leather accessories including belts and a watch strap, a leather handbag, a leather hat, and a man taking a pic
Collage of travel and outdoor adventure scenes, including beaches, lakes, forests, and people enjoying nature, with overlaid text about road tripping and storytelling.
Collage of outdoor and travel scenes featuring people, nature, and merchandise including guitar straps, belts, and travel bags, alongside promotional text for a brand partnership.
Collage of photos illustrating Will Adler's brand story, including craftsmanship, family, leather expertise, and giving back; with text highlighting his global talent, family heritage, leather craftsmanship, lifetime guarantee, and stories of giving.
A corporate poster with the title 'Our Voice Speaks to Our Values' displaying text about being inspirational, timeless, wise, genderless, inclusive, warm, and welcoming. It features images of a map, a person working with leather, a person making watc
Graphic showing the social media focus areas of Will Leather Goods on TikTok, Instagram, Facebook, and Pinterest, highlighting the importance of storytelling, customer engagement, and product presentation.
A collage of four photos set against a background of a map. The top left photo shows a couple sitting on a bed inside a wooden cabin, looking out a window. The top right photo features a man and woman in a cozy wooden room, with the man walking a dog
A graphic with the large, bold text 'OUR STORES' in the center. The background is light with map lines and a small logo of a pig with the words 'WILL LEATHER GOODS' in the top left corner.
A webpage with text about a leather goods brand's storytelling, values, and product features, alongside a collage of images including a man lying on a vintage sofa, leather bags, people traveling and outdoors, and a map of the Pacific Highway.
Storefront display with leather bags, wallets, and accessories, showcasing textured shelving and cohesive rustic decor, with text describing Leather Goods store experience and product emphasis.

One brand. A clearer point of view.

The Application

I created a more consistent brand experience across platforms while preserving the character and individuality of an established leather goods brand.

The Bigger Idea

A brand isn't defined by one image. It's built through every interaction.

The new direction was carried through website design, e-commerce imagery, social content, and digital marketing, bringing a consistent point of view to every customer interaction.

Brand Direction Visual Identity‍ ‍Brand Guidelines
Digital Creative Direction
E-commerce Social Content

My Role

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