Context
L.C. King Mfg. Co. is a heritage American workwear brand. I’ve designed their last two websites and photographed factory and product narratives. The deeper challenge was extending the brand into new specialty lines without diluting what the name stands for.
Problem
The company needed to speak to modern acquisition and storytelling — new sub-lines, ecommerce, lookbooks — while retaining the hard-earned trust of American craftsmanship. There was no clear framework for how Small Batch, Heritage, LCK Workwear, and King Country could each have a distinct voice under one parent system.
Your Role
- Led brand extension and sub-brand architecture (Small Batch, Heritage, LCK Workwear, King Country)
- Designed digital experience and visual direction for two site generations
- Directed product and environment photography
- Built campaign concepts, typography, tone, and merchandising assets for web and print
Approach
I built a sub-brand framework with distinct voices under one parent system. Typography, tone, campaign hierarchy, and merchandising assets were defined to scale from ecommerce pages to lookbooks and physical collateral so each line felt intentional without fragmenting the brand.
Outcome
The brand could pursue modern acquisition and storytelling while keeping the trust associated with craft. Agency: WORK Labs + Freelance. Role: Photographer, Designer.