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Clayton & Crume

Rebranding & Website

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Brand Merchandise & Apparel
Collateral Design
Logos, Iconography & Illustration
Website Design & Development
Brand Messaging
Brand Management


Creative Direction: Christian Helms, Alex Roka
Design Team: Emily Prestridge, Alex Roka, Nicole Oesterreicher
Production Team: Kayla Dockery, Crystal Glover
Copywriting: Andy Ogburn
Brand Management: Laura Jankovsky

The Story

Kentucky bourbon and full-grain leather. A historic boxing gym, home to Muhammad Ali. Two entrepreneurs whose passion weaved itself from a college dorm room through the Smoky Mountains into a busy warehouse off I-64.

These are just a few characters of the Clayton & Crume story, stitched together by their Makers every single day in Louisville, Kentucky. Time will tell how well the pieces fit together, but if their products are any indication, they’ll be around a long time.

Because Clayton & Crume makes handmade leather goods and everyday accessories the old way. The two-hands-at-a-time way. And founders Clay Simpson and Tyler Jury have established a new culture of heirloom-quality craftsmanship that folks can appreciate for a lifetime.

The Clayton & Crume team came to us with a mission to futureproof the brand as they eyed expansion into Nashville and beyond the Southeast. From typography and brand marks to an updated website and brand language, we were tasked with subtly refreshing the strong fundamentals they had in place but with an attention to detail and flexibility that could make the brand as timeless as their belts, bags and barware.

A company with an excellent product philosophy and a devoted fanbase deserves a well-rounded brand that feels equally at home stamped into full-grain leather as it does in the footer of an online shopping experience. Luckily for us, the brand’s DNA was healthy and evident in each of their retail storefronts and in every Old-Fashioned poured at Stitch, the well-appointed speakeasy tucked into their Louisville flagship. All we had to do was give them a comprehensive brand kit that felt more Clayton & Crume than it ever had before.

Helms Workshop®