I collaborated with Detroit's finest Jenna Pryzbycien to create this campaign for J.W. Hulme's American Heritage Collection.

1. The American Heritage Collection - “With every scratch, there’s a story.” Heatherlee Nguyen
What’s most inspiring about the J.W. Hulme company is its story; how since 1905 these fine leathers have been beaten, stitched, and dyed in our
very own Saint Paul, Minnesota. “With every stitch there’s a skill.” The JWH artisans have perfected their skill of crafting these fine bags
throughout the decades. With each new hand that touches it, a new story is engrained. We want new customers to appreciate the value of these
leathers by realizing the J.W. Hulme’s story, its history and the history of its artisans. It is also important that loyal customers share their personal
stories with the brand as they continue to pass down these keepsakes to the next generation.
Focus: The American Heritage Collection, a collection made of beautiful browns that carries each and every mark its crafters and owners leave behind.
Unique Selling Point (JWH): 100% USA made, lifetime guarantee due to the use of only the finest leathers and irrefutable repairs guaranteed
Unique Selling Point (American Heritage Collection): It is the most popular collection because of it’s old and faded look, the scratches and marks that
carry stories. Complimentary initials can also be permanently embossed on the bags, making them a perfect family heirloom.
Audience: Upper class (wealthy), over 40 years old, classy and well-traveled
Goal: Increase awareness of the J.W.H. story. Keep current customers intrigued (by prompting more personal interactions with the brand) and obtain
new (perhaps younger) buyers.
Tagline: “With every scratch, there’s a story.”

2. The American Heritage Collection - “With every scratch, there’s a story.” Heatherlee Nguyen
PRINT
“With every scratch... there’s a story.”
Your token field thermos - made in the USA, guaranteed
through liftimes.
The acrylic fleece lining sustained your grandfather’s wine. The
stainless steel savored his whiskey chill. There’s a reason great
stories stay in the family so long. Each nwe keeper endures a fill
past treasured.
Complimentary embossing - visit www.jwhulmeco.com

3. The American Heritage Collection - “With every scratch, there’s a story.” Heatherlee Nguyen
PRINT
“With every scratch... there’s a story.”
Photo caption: “Grandpa Pete & Uncle Jay, 1930”
“The travel bad that brought them home.”
“Share your bag’s history. Sign onto StoryofaBag.com, make your
mark and become part of J.W. Hulme’s legacy.
Complimentary embossing”

4. The American Heritage Collection - “With every scratch, there’s a story.” Heatherlee Nguyen
PRINT
“With every scratch... there’s a story.”
Your heirloom bag - made in the USA, guaranteed through
lifetimes.
Great grand dad Tommy was the town’s favorite mail boy. He
carried school books and letters and groceries for mom. From
his first days of class to his last hike with yoiur father... this bag
holds endless stories. The heirloom book bag - a treasure then,
commodity now.
Complimentary embossing - visit www.jwhulmeco.com

5. The American Heritage Collection - “With every scratch, there’s a story.” Heatherlee Nguyen
PACKAGING
“This complimentary journal was made specially
for you with odds and ends of our finest
leathers. It is meant to keep your stories and
memories as you travel with your brand new
J.W. Hulme bag. Consider this a sincere token of
our appreciation.
Join the conversation at www.StoryofaBag.com
and become part of the J.W. Hulme family
for generations to come.”

6. The American Heritage Collection - “With every scratch, there’s a story.” Heatherlee Nguyen
WEB/INTERACTIVE

7. The American Heritage Collection - “With every scratch, there’s a story.” Heatherlee Nguyen
WEB/INTERACTIVE
Web video capturing the story of J.W. Hulme
artisans - A closer look at each new hand that
crafts the bag, “with every stitch... there’s a skill.

8. The American Heritage Collection - “With every scratch, there’s a story.” Heatherlee Nguyen
WEB/INTERACTIVE

9. The American Heritage Collection - “With every scratch, there’s a story.” Heatherlee Nguyen
The legacy lives on...