Project:
Sylvan Park Creative Direction for Sustainable Leather Goods Brand, Sylvan Park
Role:
Creative Director, Owner, and Product Designer
Responsible for Art Direction, Branding, Photography, Ecommerce Design, Product Design, Packaging Design, Social and Digital Design, Wholesale Marketing Design, Print Production, and Merchandising
Objective:
Beautiful vegetable tanned leather and bold geometric shapes are the basis of Sylvan Park’s product line. Sustainability, quality craftsmanship, and timeless (yet practical) design are its founding principles. In creating the visual expression of the brand, it was important to represent and celebrate these principles throughout. As creative director, I needed to define the voice, audience, and visual means in which to tell our story, so that I could build and maintain trust in the brand and the goods we sell.
Process:
As the creative director of my own brand, I was given the opportunity to create a vision with (seemingly) no limitations. As owner and creative lead of a small business, however, I had to constantly refine my vision with the resources available. Rather than approach this as a problem, I used these constraints as if they were all part of a strict creative brief from a client. As a result, the creative direction for Sylvan Park was designed to accommodate the ebbs and flows of running a small business, utilizing my strengths wherever possible, outsourcing where it was needed, and finding creative solutions when I hit any roadblocks. Despite all the internal shifting, I worked to maintain a strong visual identity and elevated brand presence at every touchpoint.
Result:
Sylvan Park’s brand presence spanned across digital, ecommerce, wholesale, and retail spaces, and through exclusive pop-ups and curated markets, leading to partnerships with: Sephora, Anthropologie, Guggenheim Museum, WantedDesign, and HBO’s Stylish with Jenna Lyons.
Discover:
To learn more about Sylvan Park and to shop our goods, visit our website