J.W. Hulme Summer Catalog

When iMedia Brands acquired J.W. Hulme, the goal wasn’t to relaunch another leather goods brand—it was to reestablish a legacy. We pushed hard into the brand’s heritage, highlighting the craftsmanship and hand-made quality at its core. I designed the new catalog and email system, built around a campaign photoshoot set in a historic Summit Avenue mansion in Saint Paul, reinforcing a visual language rooted in the brand’s turn-of-the-century DNA.

Photography Art Direction

As part of the creation of the new marketing materials, I had the opportunity to direct the photoshoot. We found a historical home in St. Paul, Minnesota for the shoot location. This turn of the century set lent itself well to the theme of the overall campaign: the old-style global traveller.