Creative Director Leadership

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.

Interim Creative Director Refreshes a Legacy Brand

The Challenge

Our Approach

The Impact

The Work

The Team

Practice Areas