Advertising designs for Portland Leather Goods featuring Edward Hopper artwork by Hollis, New Hampshire graphic designer Wendy Steckler
Three Portland Leather Goods ads by Wendy Steckler Designs incorporating the Verona Tote into Edward Hopper paintings
Portland Leather Goods brand value proposition and messaging is that of refined quality and classic style. Their product, The Verona Tote, is a versatile mid-sized bag and consumers laud its roominess, quiet luxury aesthetic, color options and quality.
The challenge was to create a series of three cohesive advertisements with additional imagery that elevates the refined aspect of the tote specifically targetting an older, highlight educated demographic.
As a specific design strategy, the incorporation of masterworks was identified as a method to highlight the sense of tradition and high value. Edward Hopper's art was chosen as his works have a sense of timelessness and his clean lines and stark geometry add a quiet sense of precision.
Edward Hopper is best known for illustrating solitude and isolation but there are three of his paintings that depict a female in a position of dignity and strength. Those were chosen for use in this campaign with the tagline "A private moment, beautifully carried".
THE DESIGN PROCESS
The Verona Tote in honey and orchid
Hotel Window by Edward Hopper
Edward Hopper's "Hotel Room Window" is enhanced to include an orchid Verona Tote. It was added on the floor next to the couch.
Portland Leather Verona Tote in night owl.
Compartment C Car by Edward Hopper
Edward Hopper's "Compartment C Car" is enhanced to include the Portland Leather Verona Tote in night owl. The purse was added on the empty seat next to the window.
Automat by Edward Hopper
Edward Hopper's "Automat" has been enhanced to feature the honey Verona Tote. The purse was added hanging from the empty chair.
THE FINAL CAMPAIGN
The three final composite advertisements work together as a three-panel design. The tagline "A private moment, beautifully carried." serves as a reference to both the product and the imagery.
A series of 3 Portland Leather Goods advertisements by Wendy Steckler Designs incorporating the Verona Tote into Edward Hopper paintings
The campaign is extendable to landscape and square presentations.
A landscape billboard of the Verona Tote campaign featuring the honey colored bag.
An empty store front featuring the Verona Tote campaign with the honey colored bag.
And perfect to support in-store promotions.
Two campaign in-store signs within the purse display inside a Portland Leather store.
The campaign designs include social-ready versions.
An Instagram post featuring the Portland Leather Goods and Edward Hopper campaign by Wendy Steckler Designs.
