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J.W. Hulme Style GuideMegan Baxter & Katie Bode

Integrated Advertising

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ObjectiveThe objective is to increase sales of The American Heritage Collection among

current and new customers.

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StrategiesIn five years, J.W. Hulme saw its business being carried out in smaller retailers as

well taking advantage of segmenting it’s market. By segmenting the collection into four categories: Travel, Business, Sporting, and Handbags, J.W. Hulme will able to

directly target their market by looking at the purchase record of their current customers, apply this strategy to their other collections as well as introducing the specific categories into retailers . The tag line, “Our Heritage Stitched Seamlessly

With Yours” encapsulates what is so special about The American Heritage Collection. By incorporating a word that is affiliated with the making of the product,

brings together the relationship between J.W. Hulme and its clients. It is the bag that joins these two Heritages together. This concept is carried through several

tactics, a postcards, catalog, hang tags for the bags, and a thank you card.

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TypographyITC Garamond Std Book NarrowabcdefghijklmnopqrstuvwxyzABCdefGHIJKlMNOpqrSTuvWxyz

ITC Garamond Std light NarrowabcdefghijklmnopqrstuvwxyzABCdefGHIJKlMNOpqrSTuvWxyz

ITC Garamond Std light Narrow ItalicabcdefghijklmnopqrstuvwxyzABCdefGHIJKlMNOpqrSTuvWxyz

Helvetica Neue UltraLight ItalicabcdefghijklmnopqrstuvwxyzabcdefgHIjkLmNopqrstUvwxyz

Garamond was chosen as the main type because it is the type J.W. Hulme had used originally.

Helvetica was chosen because of its classic look in the catalogue.

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Color

Pantone 553 PC Pantone Warm Gray 4 PC Pantone Warm Gray 2 PC

These colors are original to J.W. Hulme.

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photographyThis concept was visually executed with groupings of photography that showcased customers lifestyles. Each spread has an older photograph which shows the customer of the past, and a newer photograph which shows what that customer looks like today. The arrangements of these photographs along with photographs of the actual making of the bag, illustrates theconcept by showing how the American Heritage Collection carries over and connects these timeless traditions and lifestyles.

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postcards

American Heritage Our Heritage Stitched Seamlessly with Yours. St. Paul, MN

-Travel-

POST CARDADDRESS

www.jwhulmeco.com

American HeritageSt. Paul, MN

American Heritage St. Paul, MNOur Heritage Stitched Seamlessly with Yours.

-Sporting-

American HeritageSt. Paul, MN

POST CARDADDRESS

www.jwhulmeco.com

By segmenting The American Heritage Collection and by looking at the purchase record of customers J.W. Hulme’s can send their customers a postcard that is directed at what they should purchase next. The postcards would serve as a teaser before the catalog is sent. The postcards tell the customer details about The American Heritage Collection along with imagery of customer lifestyles.

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OUR HAND BUFFED LEATHER COMPLIMENTS YOUR PAST TIMES

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Leather Gun Case 41450 $590 81450 $650lined with acrylic fleece to protect your firearm from the elements - full length coil zipper opens at the butt end - accessory pockets - suede backed shoulder pan and inner muzzle pockets - max gun length of 50 inches

Leather Shell Pouch and Belt $250this set is comprised of one pouch that will hold two boxes of loose shells - the inner compartment is designed with zippered bottom for emptying spent shells - the belt is 1.5” wide, adjustable and fast release - 53014 pouch only $190

Classic Shell Bag $350heavy brass hardware - holds up to 6 boxes of shells - speed bag construction rings the bag’s opening to keep it open for fast access when cover is folded back - detachable/adjustable all leather shoulder strap

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AN EVERYDAY CLASSICCARRY ALL OF YOUR NEEDS IN THESE BEAUTIFULLY CRAFTED HANDBAGS

YOUR CLASSIC STYLE AND OUR TIMELESS HANDBAGS SPAN THE ERAS

A BLEND OF FUNCTIONALITY AND ELEGANCE

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Legacy Handbag $390fully lined - quick release closure - exterior back sleeve pocket - interior zippered back wall pocket -interior organizer pocket - key leash - detachable/adjustable leather strap

Mini Excursion Handbag $405fully lined with two interior wall pockets, one is zippered - two front exterior pockets close with magnetic snaps - one back zipper pocket - two exterior end pockets - key leash

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Leather Briefcase $750partially lined - front compartment with tool/pencil organizer - two large zipper secured main compartments - key leash - flat exterior zippered pocket - detachable/adjustable all leather strap with sliding pad - luggage tag

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CatalogIt will be more beneficial to print catalogs that are for each specific collection than an all encompassing catalog. Each category: travel, sporting, business, and handbags is represented with its own spread. Again, the concept of “Our heritage stitched seamless with yours” is carried throughout this catalog. The catalog would be printed at a smaller size to save on paper and mailing costs.

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Hang Tags

THE AMERICAN HERITAGE COLLECTION

Our Heritage Stitched Seamlessly with Yours-Handbags-

THE AMERICAN HERITAGE COLLECTION

Our Heritage Stitched Seamlessly with Yours-Travel-

J.W. HULME’S 100 YEAR HERITAGE IS RICH WITH AMERICAN

MADE HANDCRAFTED LEATHER LUGGAGE.

Care Instructions

With use, your bag will develop its own patina. Our aniline leather shows its own unique colorations and self-polishes. The vegetable oil that makes our leather water repellent will rise to the surface of an unused bag forming a powdery film. Simply wipe the film with a dry cloth.

Lifetime Guarantee

Return any bag with defect or normal use damage, and J.W. Hulme will either repair in a presentable fashion, or if not possible, replace it at no charge, including shipping. Non-normal damage, such as dog chewing, will be repaired at cost.

678 West Seventh Street St. Paul, MN 55102

www.jwhulmeco.com

Another part of the retail approach is to make hang tags specifically for The American Heritage Collection. When new customers approach J.W. Hulme’s products in a retail setting, they can retain some of the personality of the company and of the collection through the tags. The goal of the tag is to introduce the customer to the bag and remember it when they leave the store. When the customer buys the bag they will be interested in keeping the tag and also in looking up more about J.W. Hulme.

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Thank you CardThe final piece is a thank you card that would be included in the packaging. This card will exaggerate how unique and special The American Heritage Collection is and also continues building the relationship with the customer. This card will leave the customer with a pleasant thought in their mind of J.W. Hulme and also to pleasantly remind them of the lifetime guarantee. Since this card doesn’t try to sell them anything, the customer can feel the genuine nature of the thank you.