Case Study: Resin Denim

Strategic Mystery, Grit and New York-Inspired Artistry Differentiate in a Difficult Market

While Creative Director for Resin I designed the Resin brand identity, brand strategy, mobile & web UX/UI, graphics, art direction and shoots, commercial advertising, strategic social/corporate partnerships, events and brand-integrated showrooms. We won business from Nordstrom, Barneys, Bergdorf Goodman, Bloomingdale’s, Maxfield, Shopbop, Revolve, and ASOS.

This project is a key example of what it takes to work as a design generalist and help startups make the most of their budgets. I trained a team of loyal contributors and made the business a defining aspect of my life, driving significant quarterly revenue increases and a lucrative acquisition by Paper Denim & Cloth in just 2 years.

 

 

Mobile eCommerce App

 
 

Convention Center Campaign & Tradeshow Booth Design

Resin Campaign Downtown
 
 
 
 

Print Assets: Experimenting with Process and Achieving Spectacular Results

 

Strategic Partnerships: Jameson Irish Whiskey “Natural Chemistry” Campaign

 
 
 
 

Strategic Partnerships: Kanon Organic Vodka, Vogue, MiLK Studios, New York Fashion Week

Produced Alpha-Influencer events, social engagement techniques, and strategic partnerships (Kanon Organic Vodka, Vogue, retail chains). Guests were able to capture, view, share, and comment on live-stream projections of themselves in real-time. Produced by Nothing Something. Creative Direction: Kevin Landwehr / Videography: Teddy Telles Creative Support: Melissa Constandse & Devin Becker / Executive Producer: Chris Gilbert

 
 
 

Strategic Partnerships: Celebrity Endorsements & Digital Marketing

 
 
 
 
 

Strategic Partnerships: Environmental Design and Event Strategy

 
 

Specialized Web/Print Campaigns: Seasonal Content, Star Photographers

 
Resin website integrated multi-directional JQuery + HTML5 parallax over live video. Marketed consumer-focused website using analytics, metrics + cutting edge web and mobile technologies, yielding +500% downloads, +600% inbound contacts, +300% blog subscribers and +380% YOY social media followers.  

Resin website integrated multi-directional JQuery + HTML5 parallax over live video. Marketed consumer-focused website using analytics, metrics + cutting edge web and mobile technologies, yielding +500% downloads, +600% inbound contacts, +300% blog subscribers and +380% YOY social media followers.  

 

Content Creation: Product Launch Teaser Videos

 

Resin is Alchemy. Creative Direction: Kevin Landwehr / Produced by Nothing Something  Videography: Teddy Telles / Art Direction: Kevin Landwehr, Devin Becker & Melissa Constandse / Produced by Chris Gilbert


Content Creation: Simple Branded Video Content for Web

Created and produced constant flow of inexpensive, authentic and humanistic marketing and brand content for Resin website and social streams. Produced by Nothing Something. Creative Direction: Kevin Landwehr. Videography: Teddy Telles. 

Behind the Scenes content created from Resin Photo Shoot. Produced by Nothing Something. Creative Direction: Kevin Landwehr / Videography: Gavin Bellour / Still Photography: Teddy Telles / Still Photography Art Direction: Kevin Landwehr / Models: Will Lewis @ Red / Dace @ Ford / Julia @ Elite Styling: Sara Dunn / Accessories: Made Her Think Hair: Pasquale Ferrante / Makeup: Deanna Melluso Both c/o Emma Lewison @ Artlist Set & Creative Support: Melissa Constandse & Devin Becker Executive Producer: Chris Gilbert


DESIGN & PRODUCTION OF HARDWARE AND GARMENT LABELING

Managed overseas production of hardware and fabric labeling, reducing production costs by 70%.



SEASONAL CAMPAIGNS FOR E-COMMERCE PARTNERS, BILLBOARDS, SCAFFOLDS, BUSES, AND MAGAZINES