Embracing classic style and timeless artisanship, Longboat Leather inspires both the young and young-at-heart to express their individuality. Crafted for those with an easy coastal spirit and a taste for low-key luxury that lasts a lifetime, the brand needed a refreshed identity and a website to match its personality. I refined their logo, adjusted the color palette, and introduced new typography and brand elements. To capture the brand’s spirit through both still and lifestyle imagery, I brought in a photographer and art-directed the shoots. These updates laid the foundation for a fully redesigned Shopify website.
Branding
Working closely with the client, I explored a range of visual directions and finalized a set of brand elements that brought their personality into focus. The foundation began with a set of brand adjectives: classic, luxury, unique, elegant, easy-going, and rooted in craftsmanship. These guided the choices around color, typography, and pattern. Much of the creative work centered on balancing elegance with ease, ultimately crystallizing into a visual system we described as “classic, clubby, and coastal.” Each decision was presented and discussed in working sessions with the client, where I shared the thinking behind the options and how they connected back to the brand's tone and values. After finalizing the color palette, we carried those choices into the photography process by carefully selecting clothing, props, and backgrounds that reflected and extended the palette. We also made subtle color adjustments in post-production to create a cohesive visual system that reinforced the brand’s identity across every touchpoint.
Art Direction and Photography
To reflect the brand’s refined, coastal personality, we selected two exclusive shoot locations in Greenwich, Connecticut: a private yacht club and a private country club. The setting offered the perfect blend of classic, clubby, and coastal that defines Longboat Leather. Working with a full crew, including three models, a photographer, and lighting support, I mapped out the creative direction in advance. Using model references, location photos, and wardrobe choices, I built visual mockups in Midjourney to help the client review and approve the overall look and feel ahead of time. That preparation allowed us to move quickly and confidently once we were on site.
