will
Leather
Goods
My Role: Art Direction, Strategy, Designer
When you carry quality leather, it becomes part of your life. The marks and creases reflect your unique experiences. Each scuff and scratch tells a story, adding depth and character to the leather. Over time, your item transforms into a testament to the places you've been and the memories you've made, showcasing its craftsmanship and your life path.
Leather goods are storied objects that we form a deep connection with over time. The print heavy wallet advertisement would occupy a bus shelter or magazine, helping readers think deeply about their relationship to their essential leather tools and garments, and whether they have stood the test of time. The other billboards visually represent the passing of time, with the constant throughout being Will Leather Goods. This reinforces the idea that our leather goods should age alongside us, like a friend. This concept appeals to upper-class people who take pride in the fine quality of their assets.
