Modern Industry

Modern Industry is a San Francisco-based bag and apparel company that I co-founded. As a company, our mission was to create a lifestyle brand that catered to skateboarders as they transitioned into the professional world. I developed a strong brand voice, character, and identity that was authentic to the values of that subculture, while still being refined to reflect the high-quality products crafted by Modern Industry.

My Roles
Branding
Marketing Design
Art Direction
Visual Design

Branding
process
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The process for creating Modern Industry’s visual brand identity included sharing ideas through mood boards and iterating on logo concepts. Here you can see the sophisticated yet mischievous mood board direction we landed on, as well as iterations that lead to the final logo.

Photography
direction
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As Art Director, I worked directly with photographers to capture images for Modern Industry. I scouted locations and directed shoots to ensure we collected on-brand images that would be usable across a wide range of mediums including the website, digital ads, and social media.

Email
marketing
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I designed the Modern Industry’s email newsletter to have a captivating hero image and a consistent layout that could easily be updated and delivered through Mailchimp. Working with a copywriter I helped grow the email to an open rate of 46.6% (vs. industry avg. of 12.9%) and a CTR of 10.6% (vs. industry avg. of 1.9%).

Packaging & product labels
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To conserve resources, Modern Industry’s packaging and product label system is reserved. I wanted to complement the handcrafted nature of the products and exemplify our D.I.Y. ethos, a core value of the brand. To accomplish these goals, I created a system of one-color prints for the interior of the bags. These designs were easily adaptable to new products and were hand-signed and numbered upon the bag’s completion to reinforce the small batch production.