Shinola detroit
After its impressive breakout in 2011 and subsequent nationwide growth, Shinola Detroit was looking to reconnect with its roots. A collaborative effort with Creative Director Luke Palushaj, this campaign reflects the brand’s core truth — an undying love for craftsmanship and the city of Detroit.
Icons Manifesto
Although this manifesto functioned as a guiding spirit rather than a public-facing anthem, I’m proud of it because it was written from the heart and out of my own deep connection to Detroit. In fact, it’s one of the few times in my advertising career that I teared up while writing something.
What we mean when we say “Icon”
is style that transcends trends,
extending a season into a century.
We mean great design grounded by purpose
and touched with the ingenious.
We mean elevating utility to art,
infusing raw materials with meaning,
turning the everyday exceptional.
We mean the heart of our brand
with the beat of Detroit,
a city born to make what matters,
and build legends that leave a legacy.
Because while some go back to their roots,
we never left.
With love. Shinola Detroit.
