Edelman Leather:
Ad Campaign

Art direction and design for a print campaign promoting Edelman Leather products. The campaign highlighted material quality, craftsmanship, and tactile detail through photography and layout.

Photography by Ilan Rubin.

The Challenge

The brand needed a print presence that communicated the premium nature of its materials and the refinement of its craft. The work had to feel elevated and authentic, reinforcing product value without relying on heavy copy or commodity cues.

Audience & Insight

Primary Audience
Design-savvy consumers and buyers seeking premium leather goods with refined detail.

Secondary Audience
Retail partners and lifestyle publications supporting product placement.

Insight
Premium products are best communicated through sensory cues that feel real. Visual storytelling — especially photography — must evoke texture, touch, and materiality to convey quality.

Approach & Process

Photography and layout were directed to celebrate texture, nuance, and craft. Close-up imagery, considered lighting, and deliberate framing emphasized the physicality of material and product. Layout reinforced focus and hierarchy while maintaining editorial balance.

The System

The campaign visual language relied on striking photography paired with minimal, purposeful typography. Image sequencing and composition were designed to lead the eye and reinforce the tactile nature of the product. Negative space and simplicity were used to elevate the visuals and maintain focus.

Applications

The campaign was deployed in print ads, catalog spreads, and promotional materials. A concise art direction guide supported consistent execution across placements and ensured fidelity to the visual strategy.

Outcomes

The campaign strengthened perception of Edelman Leather as a premium, craft-driven brand. The work demonstrated how focused art direction and intentional layout can elevate material storytelling in print.

Role

Design Director
Led art direction for photography and layout, and guided visual execution across campaign materials.

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