Our project set out to shift the way people view leather goods by introducing Moore & Giles’ Reclaimed Collection. Instead of hiding natural markings, we highlighted them as part of the hide’s story. The goal was to transform what many see as flaws into symbols of history, character, and individuality.

I helped lead the creative development of the launch email campaign. We focused on honest storytelling and intentional imagery that revealed the beauty in each unique piece. The vision was not simply to release a new product line. We wanted to offer people something meaningful. Each bag became a reflection of personal identity and authenticity.

The campaign connected with a younger, design-conscious audience who values originality and craftsmanship. Our message emphasized texture, heritage, and purpose. As a result, we saw a clear lift in digital engagement and a noticeable increase in online conversions during the holiday season. The work strengthened brand perception and helped expand interest in the Reclaimed Collection.

In the end, this project reaffirmed an important belief. Luxury can be real, human, and imperfect in the best way. The Reclaimed Collection celebrates the subtle scars, shifting grain patterns, and varied tones that make Italian leather extraordinary. It challenges traditional ideas of perfection and lifts up individuality, sustainability, and true craftsmanship.