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© Jake Eshelman











Wrong-Side Fall ‘17 Lookbook

Art direction & photography


Wrong-Side believes pocket squares exist to be used, not just gawked at. To celebrate their surprisingly unique perspective within the men’s accessories market, I directed and photographed their first ever lifestyle shoot, culminating in their inaugural lookbook.




Concept


The iconic pocket square maintains a rich tradition of stylish utilitarianism that dates back pretty much to the beginning of time. Yet as a people, we’ve all lost touch—relegating these practical squares to timidly peek out at the world from guarded chest pockets in fear of actually… being used.

Art Direction


To challenge current perceptions, I positioned the Summer 2017 to reconnect us with our pure, unadulterated sartorial instincts by celebrating the pragmatic, creative, and everyday uses of pocket squares and bandanas.

Lifestyle imagery


In order to illustrate the countless uses for pocket squares, I photographed a variety of hyper-stylized scenarios ranging from everyday uses to more surreal situations.

Lookbook


A key objective of the project was to communicate Wrong Side’s confident, unconventional brand personality to secure new customers, retail partners, and press placements. In the interactive PDF lookbook, recipients can view/download hi-res images, relevant collection/brand info, and easily get in touch. 




Select spread overview



Product photography


As Wrong Side products are handcrafted from small batch, deadstock fabrics, I also wanted to highlight the unique character and personality of each individual pocket square. Rather than standard, flat product images, we photographed the squares falling through mid-air to capture their unique motion, shape, and color.



Collaborators
Talent Sacha, Scout, and Fox
Graphic design Drake Preston
Styling & props Margaux Crump




Hamilton Shirts

brand stewardship & creative direction


Since 1883, Hamilton Shirts has helped men look their absolute best through sartorial guidance, personalized service, and high quality custom shirts. I'm honored to have built such an incredible partnership with the Hamilton family since they first brought me on back in 2011. Since then, they've entrusted me to steward the entire brand as their Creative Director—specifically working to better define and articulate the brand purpose, mission, personality, and values.







Establishing the Hamilton Lifestyle 


The heritage and legacy behind Hamilton Shirts is phenomenal, but the brand needed help communicating what sets them apart in their industry. To do so, I worked directly with the Hamiltons, their employees, and clients to inform a clear understanding of why Hamilton Shirts is worthy of anyone's support and attention.







Brand identity document ︎


This research culminated in their first ever brand identity document, which articulates the most critical and important components of their brand personality (company vision, messaging, visual identity, etc.). While much of this document can be applied to external messaging, the real value of the brand book lies in articulating and perpetuating Hamilton Shirt's internal culture.






Website refresh


As Creative Director, I worked with Hamilton Shirt's agency of record to design and develop an updated website to streamline the online shopping experience and ensure cohesion across all of the brand expressions.







Art direction


Working alongside photographer Michael Thad Carter, I've art directed product and lifestyle photoshoots in order to highlight new seasonal fabrics, signature Hamilton detailing, and unique product attributes.










Brand expression & engagement


My partnership with the Hamiltons began in 2011, when I was brought on to curate and craft lifestyle content for their journal. Since then, I've also overhauled their social media strategy in order to better engage clients, influencers, and press contacts. This new strategy garnered more than just exponential growth; the quality and frequency of audience engagement has grown by over 400% since 2013, including notable press mentions secured in tandem with Hamilton Shirt's PR agency. Follow along for the full effect.


Collaborators
Graphic design Dan Rayfield
Photography Michael Thad Carter
Web design & development Frank & Victor





Manual collaborative photobook

creative direction



MANUAL is the culmination of a year-long, collaborative photography project featuring the work of 12 fellow photographers who I commissioned to create small bodies of work surrounding their individual experiences with a single handmade skateboard that traveled between them over the course of a year—all without the creative constraints typically associated with an assignment brief. No mandatories beyond producing photographic images; no required content to capture, no number of images to turn in, no stylistic direction to consider, etc. This opportunity for creative freedom and exploration resulted in what I think is a wonderfully diverse, 160-page hardcover book featuring 12 distinct photographic approaches to the same challenge.

Select spreads




Full cover
Inside spread



Side Project Skateboards

brand stewardship


Side Project Skateboards (est. 2013) is my own creative outlet and exploration. As the founder, creative director, and craftsman behind the brand, I’ve built SPS from an after-hours passion project into a globally recognized brand through constant risk, experimentation, and collaboration.



Evolving visual identity


With every collection, SPS explores new creative territory. This can be rooted in product experimentation (e.g. the indigo collection in which I developed my own homemade woodstain using 100% natural indigo powder) or the aesthetic direction.





Art direction & photography


Meaningful collaboration has become a core tenet of the brand—and is most often explored in partnership with photographers. These partnerships have culminated in countless shoots inspired by coffee grunge, stark minimalism, fashion noir, magical realism, vintage film, etc.





Website design


I’ve designed several iterations of the SPS website, constantly refining them to reflect the brand vision and values as they mature. The current site also features a streamlined ecommerce interface, downloadable press kits, and rich insight into the brand’s evolution.

MANUAL editorial project


Still in progress, I’m in the midst of a year-long collaborative project alongside 12 photographers around the US. The concept is simple: SPS is a catalyst for creative exploration. I crafted a single skateboard and am sending it to each photographer, who has one month to use and/or photograph it as they please before sending it off to the next photographer. It’s a totally open brief. The only challenge is to take creative risks. This project will culminate in a hardcover coffee table book, featuring the artifacts of these photographers' personal explorations.



Staying social


Given that SPS is such a personal project, I directly manage all brand social media interactions. This has allowed me to experiment with various messaging styles, strategies and avenues to better express the brand personality.  Follow along on Instagram, Twitter & Facebook.


Print propaganda


Every skateboard I make is editioned and entirely one-of-a-kind (e.g. there are no duplicates of any design). My printed materials channel this diversity to celebrate the many aspects of the brand in print, ranging from current lifestyle photography to uploaded film negatives of my father-in-law/woodworking mentor skating back in the 60’s.