Shaped around the brand's passion for minimalist and unconventional design, the concept behind LTHR Supply is simple: a collection of modern, unconventional timepieces and coordinating leather straps for all.

As Creative Director, I helped the brand successfully launch and scale two innovative new lines of patent ­pending timepieces. I was responsible for overseeing the website launch, social media presence, and the creation of various brand materials including branding and visual ID guidelines, look books and packaging, and art direction for photography campaigns used social platforms.

Since 2014, the brand has seen continuous forward momentum and sells across prominent online retailers like Huckberry and Cool Material, and in retail locations across America, Europe, and Asia.

UPDATE: Announced in May 2019, we officially rebranded LTHR Supply as Lonegrade — a strategic repositioning to coincide with the brand’s mission to produce watches more sustainably using the best of American manufacturing. Check out the new brand here.

BRAND GUIDELINES

The original LTHR Supply brand didn’t have concise guidelines for usage of typography, color, or photography style. Along with the brand’s founder, we went through multiple rounds of logo, typeface, and color palette selections in order to create a more harmonious and consistent brand experience across web, packaging, and social media.

BRAND BOOKLET

The brand booklet served as a critical first impression for retail outlets, head buyers and trade shows. We used this material as a way to introduce readers to the humble beginnings of the brand, its ethos of designing for the unconventional consumer, and its origins in the city of Boston.

ART DIRECTION + PHOTOGRAPHY

Like any good modern brand, LTHR Supply’s social media presence was paramount to its success — providing a critical outlet for cultivating the brand’s aesthetic. To ensure we were positioning the brand as upscale and modern, we went about setting new guidelines for photography that allowed the product — and the brand — to be immediately recognizable.