Craftsmanship Book
December 2015 | Documentation, Design, Corporate Communications, Copywriting
My first project as Creative Director for Moose Knuckles was driven by a dire need to create depth, credibility and deliver a performance-driven message to the market. I decided to visit the coat brand’s manufacturing facilities in Winnipeg, Manitoba, and take the editor-in-chief of Inventory Magazine along to help document the experience. The result was a 18-page booklet used for wholesale and retail to explain the manufacturing, ethical standard, product features and origins of Moose Knuckles—a brand previously known for its controversial advertising campaigns and irreverant event marketing. This meaningful new approach helped the brand open accounts with Neiman Marcus (US), Harrod’s (UK), Brenuniger (DE) and Harvey Nichols (HK), as well as attract interest from fashion media.
