Creative Director | Brand Voice Architect | Multichannel Content Creator
Creative Director | Brand Voice Architect | Multichannel Content Creator
Branding, Catalog & Digital Creative From Canvas®, Lands’ End & Lands’ End Kids.
Canvas was an entirely new brand I helped create that stayed true to Lands’ End’s nautical heritage – but set its own course. Helping steer the Canvas brand was one of the best experiences of my career. Responsible for global creative direction, content and copy.
Chinos were a Canvas staple. Granted…we made jeans and they were amazing, too. But our design, merchandising and creative teams had an obsession with creating the best chinos. Period.
Fun fact – these are the chinos I still wear to this day even though the Canvas brand is no longer around. One day I’ll hand them down to my sons.
As the Canvas brand evolved, we transitioned away from the statement “Authentic Inspiration – Modern Interpretation” and created a sentiment that was more in line with our philosophy and our customers’ optimism and DIY spirit.
For the record, my full name is Randolph Mason Horton. So legally I believe I’m allowed to poke fun at the British.
Fun fact – 8 out of 10 people love shaggy dogs wearing goggles. The other 2 are allergic to dogs.
There is another image we shot that incorporated all the individual parts of these shoes prior to assembly. OMG are there a lot of components that go into making a single wingtip shoe!
We were constantly experimenting with different website landing page layouts. Thankfully we had amazing (and patient) front end developers.
When I created “editorial” emails I always tried to add an element of personality.
Lands’ End was founded in 1969 by a copywriter (I’ve always loved this fact since that’s how I started out). He loved language. He understood the power of storytelling. And he ran Lands’ End with a simple statement more companies should adopt: “Take care of the customer, take care of the employee & the rest will take care of itself.” Responsible for digital creative direction, content and copy.
“Real clothes for really cool, real kids who live a really active life.” Responsible for creative direction.