Blake McKay

The Ask: Blake McKay knew exactly who they were (a luxury men’s shoe label made with premium Italian leathers) and who they weren’t (a luxury men’s shoe label with a premium price tag). What they didn’t know was how exactly to put that brand ethos into the right words.

The Process: That’s where I came in. I poured through archival documents to study the 19th-century duo who were the brand namesakes—inventors of a revolutionary method for stitching shoe soles. From that research grew a mission statement and website copy that spoke to how the direct-to-consumer brand married old-world craftsmanship with modern style sensibilities.

Client: Blake McKay

What I Wrote: brand messaging, website copy, product descriptions