Shinola Names Coach Executive Jonathan Bailey Creative Director

"At Shinola, Bailey will oversee creative direction across all brand touch points, including paid, owned and social. Although Ruthie Underwood had previously served as chief creative officer, "This is a new role for the brand," Shinola said. "It will shape how our voice, identity, and creative strategy evolve - while honoring the creative foundation built over the past 12 years. This position will specifically oversee the brand's creative direction across marketing, campaigns and storytelling.""

"Bailey joins Shinola after spending seven years at Coach, where he served as divisional vice president of global creative studio and was instrumental in campaigns like the "Courage to Be Real" short film with Lil Nas X, the brand's "Expressive Luxury" strategy and Coach TV. Before that, he led global digital content at Tiffany & Co., where he oversaw the launch of Tiffany's Snapchat. Earlier in his career he held roles at Show Media, Big Smoke Magazine and co-founded the 3'Hi music agency."

"Shinola was founded in 2011 as a watch brand with a mission to return manufacturing to the challenged city of Detroit. It built the first watch factory in that city in over 50 years. Since then, Shinola has expanded into the creation of a wide variety of leather goods, jewelry, pet products, knives and other items, and also entered the hospitality space, opening an eponymous hotel in 2019."

Jonathan Bailey joined Shinola effective Monday, reporting to Kevin Wertz, chief marketing officer of Bedrock Manufacturing. Bailey will oversee creative direction across all brand touch points, including paid, owned and social, and will shape the brand's voice, identity and creative strategy while honoring its creative foundation. The role is new for the brand despite Ruthie Underwood's prior service as chief creative officer and will specifically cover marketing, campaigns and storytelling. Bailey spent seven years at Coach and led global digital content at Tiffany & Co. Shinola emphasizes Made in America and seeks deeper U.S. watch manufacturing.

Read at WWD