Retail & eCommerce
Interim Creative Director Refreshes a Legacy Brand
An interim creative director refreshes Samuel Hubbard's catalogues, site, and email, lifting revenue and AOV.
Samuel Hubbard Shoe Co
The Client
- Company
- Samuel Hubbard Shoe Co
- Website
- samuelhubbard.com
- Industry
- Apparel & Fashion
- Headquarters
- united states
- Employees
- 11-50
About Samuel Hubbard Shoe Co
Samuel Hubbard Shoe Company is a premium comfort footwear brand specializing in handcrafted men's and women's shoes that blend traditional craftsmanship with modern comfort technology. Operating in the premium casual/comfort footwear segment, they position themselves as a DTC-first brand selling primarily through their e-commerce platform with price points…
The Challenge
Samuel Hubbard faced a moment of transition. Its veteran Creative Director was retiring, leaving an immediate vacancy in a pivotal role. The brand wasn't just looking for a stand-in; it wanted to use the moment to refresh its online and print visual identity, particularly its catalogues, sustaining its legacy while embracing a fresh aesthetic.
Our Approach
Chameleon Collective stepped in with Michael as interim Creative Director, taking on the dual role of steward and innovator for the brand. He led a holistic reimagination, redefining the brand guidelines with contemporary touches while preserving the brand's core ethos. The Spring/Summer print catalogue was reworked under his guidance, and he oversaw a transformation of the website's UX/UI design and revamped the architecture of the marketing emails.
The Impact
Michael's work was about resonance, not just aesthetics. The revamped brand guidelines gave Samuel Hubbard a fresh visual vocabulary and elevated its presence across platforms. With the new catalogue and email templates, results followed: the brand saw a notable rise in revenue and Average Order Value (AOV), showing the value of blending tradition with transformation.
The Work
The Team
The Chameleons who delivered this engagement.
Practice Areas
Brand Style GuidesLogistics Support ActivityUI/UX Design Patterns