Context
I designed L.C. King’s last two websites and photographed both factory and product narratives. The deeper challenge was extending brand equity into new specialty lines without diluting heritage.
Direction
Built a sub-brand framework for Small Batch, Heritage, LCK Workwear, and King Country with distinct voices under one parent system.
System
Defined typography, tone, campaign hierarchy, and merchandising assets that could scale from ecommerce pages to lookbooks and physical collateral.
Deliverables
- Digital design direction for two site generations
- Sub-brand architecture and campaign concepts
- Product and environment photography
- Print-ready brand assets and retail support pieces
Impact
Enabled modern acquisition and storytelling while retaining the hard-earned trust associated with American craftsmanship.
Credits
Agency: WORK Labs + Freelance. Role: Photographer, Designer.