Inkerman

My Role
Creative Director

Services
Brand Identity (Visual, Verbal, Interactive)
Brand Strategy
Brand & E-Comm Campaigns
Copywriting
Brand Films
Art Direction
Website Design

From strong retail to a silent online business. Inkerman needed a brand, a voice, and a plan.
With minimal marketing function and almost no digital sales, I came on board as creative director to help reposition the brand for growth. We redefined Inkerman’s story around a clear cultural insight: the rise of the new New Englander - modern, independent, outdoorsy, and quietly confident. Since then, we’ve relaunched the brand, overhauled its content and ecommerce strategy, and built a digital presence that saw a 300% increase in revenue from 2024 to 2025 and growing, alongside a thriving retail business.

The New New Englanders

The visual identity draws directly from the rhythm of New England’s four seasons—each with its own mood, color, and pace. Summer brings sun-bleached sands and ocean blues; autumn, the warmth of worn leather and deep foliage tones; winter, crisp neutrals and sharp contrasts; spring, the soft greens and muted light of new growth. This palette, paired with clean typography and unfussy layouts, reflects a brand that’s both timeless and adaptable—just like the people it’s built for. The photography follows the same principle, capturing the Nantucket roots while telling a story that can live year-round, from dockside mornings to snow-dusted trails.

A red ship with the word 'NANTUCKET' written on its side docked at a harbor, with buildings in the background, and the word 'INKERMAN' on a green background to the right.
Person standing in shallow water wearing beige linen pants and a light green shirt, with the ocean and a boat in the background.
Close-up of a person wearing white sneakers and beige pants, standing on a dock with water in the background, while another person holding a pole stands nearby. Text on the image reads 'From court to coast.' and 'The Hugo Court Sneaker'.
A man in a white linen shirt sailing a boat on the water at sunset.
Collage of five photos showing various fashion and lifestyle items. Top left: a man walking by a marina wearing green shorts and a white T-shirt with a graphic design. Top right: white sneakers placed on a green wooden surface. Bottom left: a pair of white sneakers with green accents on a patterned rug. Middle: four polo shirts in different pastel colors hanging on a rack. Bottom right: an autumn landscape with trees showcasing fall foliage and rolling hills in the background.
Pair of grey leather loafer shoes placed on a wooden floor, with part of a green plant in the upper left corner.

For the Everyday Adventures

To launch the Adventure Loafer, we leaned into the idea of the “everyday adventure”—shoes made for morning-to-midnight wear without sacrificing style. With its sleek silhouette and comfortable rubber sole, the loafer moves easily from cobblestone streets to dockside dinners. I art directed a social-first campaign built around a “day in the life” film, capturing those small but memorable moments that define New England living. The result was a piece that blended product storytelling with lifestyle aspiration, making the loafer feel like an essential companion for the modern New Englander.

The Weekend Away

The Weekend Away was a seasonal brand campaign designed to romanticize the ritual of early Friday escapes. Inspired by the East Coast tradition of “Summer Fridays,” we built a full funnel concept that celebrated getting out of office early and dressing the part. I led creative across email, social, in-store, and paid, developing everything from tagline and tone of voice to photo direction, local partnerships, and retail installations. The result was a cohesive, multi-channel campaign that felt lighthearted, polished, and distinctly Inkerman.

A summer 2025 lookbook titled INKERMAN featuring photos of clothing and footwear, with a large cover photo of a person by the water near rocks and a boat in the background.
A person kneeling on sand taking a photograph of a shirt hanging on a rusty, makeshift outdoor display against a cloudy sky.
Inner view of a retail store with several people shopping and talking. Featured in the foreground is a hand holding a magazine with the title 'INKERMAN' and an image of a man sailing on the cover.
A woman with long dark hair wearing a black sweater, smiling, holding up a book titled "INKERMAN" with a beach scene on the cover, inside a clothing store or boutique.