A NEW VISION FOR A NEW YORK HERITAGE

Challenge

As a 3 generation family-owned New York based leather brand, there is a lot of legacy to uphold. The first step, was to go back to the drawing board and redefine Royce’s key values — family, integrity, and craftsmanship. The next challenge was to transform the visual and consumer touchpoints into a cohesive brand narrative that emphasized those values. 

Approach

Royce creates one-of-a-kind leather goods and exclusive personalization experiences, so translating that story to a global audience required a new digital-first marketing strategy, a redesigned website, photography that captured the intimate quality, and collateral that elevated the overall brand experience. 

Result

Under a new creative vision, Royce was able to expand from a small heritage brand to opening flagship stores in Bloomingdales and Saks Fifth Avenue as well as become a Vogue staple and celebrity favorite.