WILL LEATHER GOODS
Character in
every detail.
Creative direction and hands-on design across products, photography, retail, web, and digital marketing.
THE PARTNERSHIP
Art Director / Contract Creative Director
Working directly with founder William Adler
ROLES
Art Director
Contract Creative Director
COLLABORATION
William Adler, Founder
Internal teams & creative partners
SCOPE
Brand & creative direction
Product & packaging development
Illustration & location-specific artwork
Catalog design & production
Photoshoots & photography direction
Selected photography
Website design & development direction
Digital & email marketing
Retail graphics & display development
Two chapters.
One unmistakable Will.
I began at Will Leather Goods as Art Director and returned as a contract Creative Director when founder William Adler brought me back. Across both chapters, I helped translate his vision, the brand’s personality, and its craftsmanship into a consistent experience.
I combined hands-on design with creative leadership across product development, location-specific artwork, packaging, catalogs, retail, website design and development direction, and digital and email marketing. My work also included directing product and lifestyle photoshoots, alongside selected photography.
01 / ILLUSTRATION & PRODUCT GRAPHICS
Scarves & bandanas.
I developed location-specific artwork for silk scarves, connecting the character of each place with Will’s visual identity. The collection brings illustration, color, and storytelling into products people can wear and use.
Silk scarves / Midnight Roundup
Silk scarves / Fort Worth Rodeo
Silk scarves / Rope
Silk scarves / Lasso
Silk scarves / MAde to Ride
02 / DESIGN DEVELOPMENT
Product & packaging.
Working with the founder and product team, I contributed to graphics, leather and color direction, hardware, trims, packaging, and product concepts. The work extended across leather-care systems, accessories, and location-specific artwork for leather aprons and apparel.
Packaging & product development / Leather-care system
03 / CATALOGS & PHOTOSHOOT DIRECTION
Give the product a story.
I led catalog development from concept and layout through product merchandising, page flow, and production. I also directed product and lifestyle photoshoots, guiding styling and product presentation to connect the imagery across print, web, email, and seasonal campaigns.
Catalog design & photography direction / Dog Creek
Catalog design & photography direction / New Will Collection
Catalog design / Gift guide & product merchandising
Catalog design & photography direction / Pets
Catalog design & photography direction / Pets
A connected digital experience.
04 / WEB & DIGITAL MARKETING
I guided website design and development direction, digital campaigns, and email marketing. Working with developers and marketing partners, I connected campaign concepts, imagery, and messaging across homepages, landing pages, email, and social—including welcome and customer re-engagement communications.
Website design direction / Homepage
Website design direction / Retail & product storytelling
From concept to customer.
My work extended to retail fixtures and product displays, connecting practical merchandising needs with the materials and character of the brand.
05 / RETAIL & CUSTOMER EXPERIENCE
Step inside the brand.
For the Fort Worth store refresh, I developed concepts for signage, environmental graphics, product displays, and merchandising. Each touchpoint brought the founder’s story, leather craftsmanship, and product character into the customer experience.
Will store interior.
Y’all Come Back” neon sign.