Lead Brand Strategist • Visual Designer • Illustrator
The Pointer Brand Artisan Series is an apparel and accessories line that focuses on products that support the creative process of makers and creators.
The lifestyle-oriented specialty line celebrates design with a story and connects the quality and craftsmanship synonymous with the brand to artisan makers. The line revives the legacy brand and extends the company’s offerings beyond classic men’s workwear to reach a broader audience.
Pointer Brand was founded in 1913 in Bristol, Tennessee. The mark for the Artisan Series is inspired by the Tennessee flag emblem, which has three stars that represent the three different landforms in the state.
The three crosses represent the person (the artisan and maker), place (their studio), and process (their story).
The cross form also reinforces the notion of care and durability.
The line consists of items that support the maker’s creative process from tool organization to self-care.
Fabric products feature materials from the existing workwear line.
The Pointer Brand Artisan Series lookbook highlights an artisan and features images that focus on their making process.
The physical lookbook is constructed from fabric remnants with embedded magnets so that it can be folded into a functional storage vessel.