A third generation of cobblers, the Lionmark story began many decades ago with a small shop founded by the grandfather of the operation. The handcrafting element, therefore, was a key component defining each of its creations, as was the authenticity, quality, and selection of leather used. A true family tradition, the company – now launching its very own collection – was essentially bringing the weight of its legacy to the 21st century. Creating the visuals to support this story was therefore very important. We needed to convey the manual labor each Lionmark creation required, without making the items seem dated. We needed to highlight the fine craftsmanship the Lionmark name was associated with, while integrating the modern designs of its new collection. We needed to strike a balance between Lionmark’s past and future; we needed to sculpt its timelessness.
Starting from the raw material itself, we used extreme close-ups of the leather, zooming in on its fine details, textures, and patterns, as these were precisely the type of details the Lionmark name paid attention to. Our copy outlined, in detail, the selection process implemented by the Lionmark experts, where each pelt is scrutinized for possible discolorations, scratches, and other damages. Our photographers shot each stage of the handcrafting process using bright color leather instead of classic tones, while paying attention to how carefully each handbag is cut, sewn, and assembled by hand.
This culminated into a storyboard that illustrated how the techniques, skills, and talents of a true craftsman were applied for the creation of modern, fresh, and vibrant designs.