| Moore & Giles
2008 REBRAND 100 Winners > merit
Industry: Textiles/Leather - Below: Before Image, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Moore & Giles markets natural leather to commercial design specifiers and residential furniture manufacturers. It recently began a bags and accessories collection. This family owned and operated company, founded in Lynchburg, Virginia in 1933, is proud of its history and region.
Challenge - At the same time, it travels the world to develop natural leathers for an international design audience, and needed a fresh, sophisticated graphic identity and branding. Our challenge was to work with all decision-makers at Moore & Giles, from the most traditional to the most progressive, to design a strong new brand that speaks to both the uniqueness of the company and its products, and to the bold vision for growth and high design to which they aspire.
Strategy/Result - We created a branding system that begins with a clean, modern logo set in a solid sans serif typeface, colored in a “Modern Saddle” shade, and enhanced with “stitches” that reference upholstery stitching. We complement the logo with fragments of large, silver wooden letterpress imprints of the letters “M”, “&” and “G”. Their individual woodgrain imprint subtly represents the uniqueness of each natural leather hide that the company sells.
Credits:
Client: Moore & Giles - www.mooreandgilesinc.com
Brand Strategists/Designers: Shaw Jelveh Design - www.shawjelveh.com
Creative Director: Marybeth Shaw
Designers: Eric Karnes, Majid Jelveh, Marybeth Shaw
Website Design/
Programming: Jonnie Hallman
Photographers: Bela Borsodi (ads); Jonnie Hallman (product shots),
Dan Meyers (product shots)
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