Modern Industry Brand Identity

Modern Industry is a San Francisco-based bag and apparel brand I co-founded, born from a mission to connect with skateboarders transitioning into professional careers. We set out to craft high-quality products with a brand identity that honored the authenticity and grit of skate culture while exuding the refinement of handcrafted goods.

My Roles
Branding
Marketing Design
Art Direction

Brand identity development

Building Modern Industry’s visual brand was a nuanced process. I created a distinct voice and identity that resonated deeply with our audience, blending skate culture’s authenticity with the sophistication of premium craftsmanship. Through collaborative mood boards and iterative logo development, we finalized a brand identity that is both refined and mischievous.

Photography art direction

As Art Director, I led the charge on the visual storytelling for Modern Industry. I worked closely with photographers, selecting dynamic locations and directing each shoot to produce versatile images. The resulting visuals seamlessly extended across the website, digital advertising, and social media, strengthening brand presence across all channels.

Email marketing

I created an email newsletter format that highlighted captivating hero images and a modular layout that was easy to update in Mailchimp. Partnering with a copywriter, we crafted engaging content that drove subscriber engagement to an impressive 46.6% open rate and a 10.6% CTR—significantly above industry averages (12.9% open rate and 1.9% CTR).

Paid advertising 

I designed and developed paid ad campaigns across social media and the Google Display Network to build awareness and drive conversions. Each ad was part of a process, with continuous testing and performance optimization. I conducted A/B tests on headlines, visuals, and calls to action to identify what resonated most with our audience. By monitoring performance and using real-time insights, I adjusted creative accordingly. This iterative approach helped improve return on ad spend and refine the brand’s digital voice in a measurable, data-informed way.

Packaging & product labels

Our packaging approach was minimalist, reflecting Modern Industry’s D.I.Y. ethos and environmental consciousness. I developed a one-color print system for the interiors of the bags, adding hand-signed, numbered labels to emphasize our limited production runs. This understated approach aligned perfectly with the brand’s handmade quality and commitment to sustainability.

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