J.W. Hulme Style Guide
           Megan Baxter & Katie Bode
              Integrated Advertising




                     ...
Objective
The objective is to increase sales of The American Heritage Collection among
                                   ...
Strategies
  In five years, J.W. Hulme saw its business being carried out in smaller retailers as
 well taking advantage o...
Typography
Garamond was chosen as the main
type because it is the type J.W. Hulme   ITC Garamond Std Book Narrow
         ...
Color
These colors are original to J.W.
Hulme.




                                    Pantone 553 PC   Pantone Warm Gray ...
photography
This concept was visually executed
with groupings of photography that
showcased customers lifestyles.
Each spr...
postcards
By segmenting The American
Heritage Collection and by looking at
the purchase record of                         ...
AN EVERYDAY
Catalog                                                                                                       ...
Hang Tags
Another part of the retail approach is
to make hang tags specifically for The
American Heritage Collection. When...
Thank you Card
The final piece is a thank you card that
would be included in the packaging.
This card will exaggerate how ...
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J.W. Hulme Process

  1. 1. J.W. Hulme Style Guide Megan Baxter & Katie Bode Integrated Advertising 1
  2. 2. Objective The objective is to increase sales of The American Heritage Collection among current and new customers. 2
  3. 3. Strategies In 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. 3
  4. 4. Typography Garamond was chosen as the main type because it is the type J.W. Hulme ITC Garamond Std Book Narrow abcdefghijklmnopqrstuvwxyz had used originally. Helvetica was chosen because of its classic look in the catalogue. ABCdefGHIJKlMNOpqrSTuvWxyz ITC Garamond Std light Narrow abcdefghijklmnopqrstuvwxyz ABCdefGHIJKlMNOpqrSTuvWxyz ITC Garamond Std light Narrow Italic abcdefghijklmnopqrstuvwxyz ABCdefGHIJKlMNOpqrSTuvWxyz Helvetica Neue UltraLight Italic abcdefghijklmnopqrstuvwxyz abcdefgHIjkLmNopqrstUvwxyz 4
  5. 5. Color These colors are original to J.W. Hulme. Pantone 553 PC Pantone Warm Gray 4 PC Pantone Warm Gray 2 PC 5
  6. 6. photography This 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 the concept by showing how the American Heritage Collection carries over and connects these timeless traditions and lifestyles. 6
  7. 7. postcards By segmenting The American Heritage Collection and by looking at the purchase record of -Travel- customers J.W. Hulme’s can send their customers a postcard that is American Heritage directed at what they should purchase St. Paul, MN next. The postcards would serve as a POST CARD teaser before the catalog is sent. The ADDRESS postcards tell the customer details about The American Heritage Collection along with imagery of customer lifestyles. American Heritage Our Heritage Stitched Seamlessly with Yours. St. Paul, MN www.jwhulmeco.com -Sporting- American Heritage St. Paul, MN POST CARD ADDRESS American Heritage Our Heritage Stitched Seamlessly with Yours. St. Paul, MN www.jwhulmeco.com 7
  8. 8. AN EVERYDAY Catalog CLASSIC CARRY ALL OF YOUR NEEDS IN THESE BEAUTIFULLY CRAFTED HANDBAGS It will be more beneficial to print Call 1-800-442-8212 catalogs that are for each specific collection than an all encompassing YOUR CLASSIC STYLE AND catalog. Each category: travel, OUR TIMELESS HANDBAGS sporting, business, and handbags is represented with its own spread. SPAN THE ERAS Again, the concept of “Our heritage Handbags- 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. Order Online www.jwhulmeco.com 75014 93114 93314 Leather Briefcase $750 Legacy Handbag $390 partially lined - front compartment with tool/pencil organizer - Mini Excursion Handbag $405 fully lined - quick release closure - exterior back two large zipper secured main compartments - key leash - fully lined with two interior wall pockets, one is zippered - sleeve pocket - interior zippered back wall pocket - flat exterior zippered pocket - detachable/adjustable all leather two front exterior pockets close with magnetic snaps - one interior organizer pocket - key leash - detachable/ A BLEND OF strap with sliding pad - luggage tag back zipper pocket - two exterior end pockets - key leash adjustable leather strap FUNCTIONALITY AND ELEGANCE Call 1-800-442-8212 OUR HAND BUFFED LEATHER COMPLIMENTS YOUR PAST TIMES Sporting- -Order Online www.jwhulmeco.com 81450 53314 96314 41450 Classic Shell Bag $350 Leather Shell Pouch and Belt $250 heavy brass hardware - holds up to 6 boxes of shells - this set is comprised of one pouch that will hold two boxes Leather Gun Case 41450 $590 81450 $650 speed bag construction rings the bag’s opening to keep of loose shells - the inner compartment is designed with lined with acrylic fleece to protect your firearm from the elements - full length coil it open for fast access when cover is folded back - zippered bottom for emptying spent shells - the belt is 1.5” zipper opens at the butt end - accessory pockets - suede backed shoulder detachable/adjustable all leather shoulder strap wide, adjustable and fast release - 53014 pouch only $190 pan and inner muzzle pockets - max gun length of 50 inches 8
  9. 9. Hang Tags Another part of the retail approach is to make hang tags specifically for The American Heritage Collection. When new customers approach J.W. J.W. HULME’S 100 YEAR Hulme’s products in a retail setting, HERITAGE IS RICH they can retain some of the WITH AMERICAN personality of the company and of the MADE HANDCRAFTED collection through the tags. The goal LEATHER LUGGAGE. of the tag is to introduce the customer to the bag and remember it when they Care Instructions leave the store. When the customer With use, your bag will develop its own patina. buys the bag they will be interested in Our aniline leather shows its own unique colorations keeping the tag and also in looking up and self-polishes. The vegetable oil that makes our leather water repellent will rise to the surface of an more about J.W. Hulme. 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, THE AMERICAN THE AMERICAN and J.W. Hulme will either repair in a presentable HERITAGE COLLECTION HERITAGE COLLECTION fashion, or if not possible, replace it at no charge, Our Heritage Stitched Seamlessly with Yours Our Heritage Stitched Seamlessly with Yours including shipping. Non-normal damage, such as -Travel- -Handbags- dog chewing, will be repaired at cost. 678 West Seventh Street St. Paul, MN 55102 www.jwhulmeco.com 9
  10. 10. Thank you Card The 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. 10
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