American Leather Co.

American Leather Co. is an authentic American brand that
creates beautiful luxury accessories for you to be yourself in.
Every stitch and detail reflects an unwavering commitment to
quality and craftsmanship.

Role: Lead Graphic Designer, Digital Media

Deliverables: Email campaigns / Brand guidelines / Social media and web graphics / Packaging and print collateral

Email Marketing

As the Lead Graphic Designer, Digital Media at Affordable Luxury Group, I design, strategize, and write copy optimized by AI for American Leather Co.’s social platforms and email marketing campaigns. When designing emails I always optimize for mobile, as over 74% of the brand’s email subscribers view content on their mobile devices. Emails are sent 16 times per month to the brand’s expansive newsletter list, resulting in an average of $120,000 in monthly sales. I plan out the brand’s monthly email calendars, including one email per week that is reactionary based on the week’s sales, and one that is curated for specific, segmented targets.

Brand Guidelines

One of the most exciting projects I have been tasked with in my role was developing the Creative Brand Marketing and Social Media Guidelines for American Leather Co. I worked closely with the Art Director and CEO on a weekly basis over two months to complete the guidelines.

In the 20-page Creative Brand Marketing document, I outline various logo requirements, correct and incorrect logo usage, standards for brand packaging, typographic rules, brand colors, brand pillars, an in depth analysis of the brand’s target consumer, and more.

Social Media and Web Graphics

When creating social and web content for a season, different graphic treatments are used based on the season’s theme. American Leather Co.’s Summer 2023 Campaign is all about celebrating the feminine spirit.

When researching what femininity “looks like,” a few commonalities stuck out: soft, rounded edges and arches, delicate line details, and incorporating a script font. I came up with a list of seven graphic standards to follow when creating content for the season, including those feminine commonalities.

Packaging and Print Collateral

In addition to my digital design work, I develop brand packaging and printed marketing materials. Below are the hangtags incorporated into the packaging of all purchased accessories, as well as the thank you card inserts placed in all shipped boxes.