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GOORIN
Goorin
I helped a heritage hatmaker shape its next chapter in culture.
Heritage with somewhere to go: Outfitting the A-Typical Since 1895
Client
Goorin Borthers, Inc.
Industry
Apparel & Lifestyle
Services
Brand Strategy, Positioning, Creative Direction, Brand Identity, Content, Website
Launch
2025
Challenge
Goorin carried more than a century of hatmaking heritage and the bold personality of The Farm’s animal-patch truckers. The opportunity was to connect those strengths through a clearer story for the whole brand—one that respected its craft, reflected its place in culture, and gave the business a shared direction for what came next.
Approach
Working directly with Ben Goorin and the team, I helped connect the business’s ambitions with a clearer brand point of view. The work brought its heritage, product, and personality into the same conversation, clarifying what to carry forward and where to push.
My role combined strategic counsel with creative direction, translating the bigger business questions into direction for how Goorin looks, speaks, and shows up. I stayed close to the thinking and the creative work, helping give the team a shared foundation for the brand’s evolution.
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