A brand ready for its next chapter
Will and Thomas founded Inkerman out of a passion for shoemaking and classic menswear, building a beloved Nantucket store with a loyal local following. But while the craftsmanship was impeccable, the brand story wasn’t being told and the ecommerce business with room to grow. Without a strong marketing engine, Inkerman risked remaining a regional passion project rather than stepping confidently onto the national stage.
From local retailer to modern lifestyle brand.
To grow, Inkerman needed to reframe what it stood for, honoring its classic roots while speaking to a new generation of customers. We anchored the brand around a powerful insight: the rise of the “new New Englander” – modern, independent, and outdoorsy – and used this to position Inkerman as the outfitter for their everyday adventures. This allowed Inkerman to move from being just a shoemaker to becoming a cultural brand with something to say.
The brand idea: The New New Englanders
We built a refreshed identity that draws from the rhythm of New England’s four seasons — sun-bleached summers, crisp winters, deep autumn tones, and spring’s muted greens. Clean typography and an unfussy, modern aesthetic keep the brand grounded in tradition but looking forward.
The growth engine: Building for scale.
Alongside the creative work, we put a full 18-month marketing and content plan in place — from ecommerce strategy to paid campaigns — creating a foundation for growth across both retail and digital channels.
The outcome
Inkerman now stands as a luxury brand built for tomorrow. Its story is clear, its marketing engine is live, and its ecommerce channel now accounts for a growing share of revenue. With a refreshed identity and a strong plan for expansion, Inkerman is no longer just a Nantucket gem — it’s poised to bring the spirit of New England to new markets and a wider audience.