Tom McKenzie

Westward Leaning

westwardLeaning_projectHeader_hero_v2.jpg
 
 

Art Direction / Visual Design / Copywriting
2017 - 2018

 

Westward Leaning is a luxury eyewear brand based in San Francisco. The company was founded in 2011 by two Stanford MBA graduates interested in exploring the intersection of social entrepreneurship and high-end retail. As Art Director, I lead the 2017 overhaul of the brand's identity, e-commerce shopping experience, and marketing strategy.

 
 
 

Before

Old Logo

After

New Logo
 
Logo variants and icon construction.
 
money.jpg
Malcolm.jpg
annie.jpg
 
 
dyad.jpg
 
layouts.jpg
 
pageLayout_mockup_2.jpg
 
homepage_hero.jpg
 
mobileScreen_hero.jpg
 
iconSet.jpg
 
productPage_hero.jpg
 
 
 
backgroundTile_ultraLightGrey.png
 
 

With contributions from

 

Sam Dallyn, Creative Consultant
Sasha Netchaev, Graphic Designer
Ted Emmons, On-Model Photographer