A brand-new brand, from square one to sensational
Shine United is honored to launch a new brand: Moral Code — A direct-to-consumer, high-end men’s shoes and leather accessories company.
It began with the partnership of two veteran footwear industry professionals, Mark Kohlenberg and Laura Engerman, and their like-minded decision to start a new company. After decades of working for powerhouse footwear brands like Allen Edmonds, Florsheim and Wolverine World Wide, they took their experience and looked to Shine United as their agency partner to make this vision come to life.
“When I came to the decision to leave my corporate gig and launch a new bespoke brand of men’s footwear and accessories, the first call I made was to Shine,” said Mark Kohlenberg, CEO. “This is my third time working with Shine, and we have strong mutual trust based on soul-baring honesty — plus a level of collaboration and teamwork that have consistently delivered outstanding results.”
While this isn’t Shine’s first time building a brand from scratch, every time a brand is born, there are hurdles to overcome. Moral Code was no different.
“For this new venture together, we are bringing a disruptive, direct-to-consumer brand to market from the ground up,” said Kohlenberg. “From the brand name to packaging, photography to social, e-commerce site to paid media, Shine has been a true partner at every step. Most importantly, Shine provided initial research to validate the concept of the business. From cutting edge creative and incredible copywriting to a digital team that is in a class by itself, Shine exemplifies what a relationship and partnership with an agency should be.”
The name Moral Code perfectly represents the core of the brand. It’s the code around which you live your life, both in fashion and everyday standards.
“At Shine, we revel at the opportunity to build a brand from the very beginning,” said John Krull, principal and creative director at Shine United. “Brand building is a very collaborative process and allows us to use our entire team’s talents. Everything from the proof of concept and marketing strategy to naming, logo and packaging design, copywriting, web design, programming, media buying and optimization are all done under one roof. And it’s very rewarding to see it all come together.”
As with any incoming brand, to be successful it must be powerful, research-backed and beautifully executed. Something Shine understands and has implemented in a do-everything campaign.
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