Sailormade
Brand Identity, eCommerce & Positioning
Sector
Fashion & Retail
A water-inspired accessories brand, repositioned for growth and built for sale.
The brief
Sailormade is a New York-based accessories brand rooted in a love of water — handcrafted wristwear, necklaces and belts built around the Brummel Hook, a piece of naval hardware dating back to the 1890s. The brand had an established identity and an existing eCommerce site, but both needed reworking — modernised, sharpened and made timeless enough to support serious commercial ambition.
The thinking
We worked closely with founder Carla Sinatra and marketing executive Sherrie Krantz to build a brand world that went far beyond nautical cliché. The creative strategy centred on water as an emotional idea — not boats and anchors, but the feeling of being in, on and around it. That thinking ran through everything: a full brand identity refresh, a complete eCommerce redesign, brand positioning decks, and eventually a commercial deck to support the sale of the company.
The outcome
The repositioned brand attracted major press coverage including GQ, The New York Times and Valet, driving a significant increase in both sales and brand awareness. The work ultimately helped position Sailormade for acquisition, and the company continues to trade today.
