Overview of printed campaign ads featuring Loeffler Randall shoes and accessories. Art Direction by RoAndCoOverview of printed campaign ads featuring Loeffler Randall shoes and accessories. Art Direction by RoAndCo

Loeffler Randall

Loeffler Randall is a CFDA award-winning footwear and accessories line founded in 2005 by Jessie Randall and Brian Murphy. When the company first launched, sophisticated and modern footwear options for the downtown crowd were limited, but by 2010, the competition had grown and Loeffler Randall needed help defining and expanding their brand. That's when they came to RoAndCo, forging a long-term creative partnership through which we helped to create an aesthetic for the brand that perfectly aligned with its customer, embodying understated elegance and effortless cool.

  • Brand Identity
  • Art Direction
  • Web Design
  • Packaging
  • Lookbook design
  • E-commerce
Loeffler Randall brand boxes. Featuring custom printed materials for interior and exterior packaging. Branding, packaging design and Art Direction by RoAndCoLoeffler Randall brand boxes. Featuring custom printed materials for interior and exterior packaging. Branding, packaging design and Art Direction by RoAndCo

Brand Identity

Inspired by the graphic, colorful, and textural quality of the company's shoes, RoAndCo created a brand ecosystem for Loeffler Randall that's expandable, recognizable, and able to adapt season after season.

Tan Loeffler Randall purse, featuring hang tag. Branding, Packaging and art direction by RoAndCoTan Loeffler Randall purse, featuring hang tag. Branding, Packaging and art direction by RoAndCo
Red Loeffler Randall bucket bag nestled into custom print dust bag. Branding, packaging design and art direction by RoAndCoRed Loeffler Randall bucket bag nestled into custom print dust bag. Branding, packaging design and art direction by RoAndCo

Art Direction

As the company evolved, RoAndCo continued to create fresh, artful photography for its campaigns, e-commerce, and digital marketing. Positioning the product as the hero, the art direction consistently has been a graphic representation of each collection's seasonal theme.

Models wearing lavender moto jackets and Loeffler Randall black boots, featuring lavender Loeffler Randall cross body purse. Art direction by RoAndCoModels wearing lavender moto jackets and Loeffler Randall black boots, featuring lavender Loeffler Randall cross body purse. Art direction by RoAndCo
Close up of black leather Loeffler Randall pouch with multi-color faux-fur accents. Art direction by RoAndCoClose up of black leather Loeffler Randall pouch with multi-color faux-fur accents. Art direction by RoAndCo
Models wearing fringe jacket featuring maroon Loeffler Randall purse. Art direction by RoAndCo Models wearing fringe jacket featuring maroon Loeffler Randall purse. Art direction by RoAndCo
Close up of various Loeffler Randall cards featuring different red shoes and accessories. Art direction and print design by RoAndCoClose up of various Loeffler Randall cards featuring different red shoes and accessories. Art direction and print design by RoAndCo
Model wearing red turtleneck dress and red Loeffler Randall boots. Art direction by RoAndCoModel wearing red turtleneck dress and red Loeffler Randall boots. Art direction by RoAndCo
Close up of Loeffler Randall red heeled-suede-boots. Art direction by RoAndCoClose up of Loeffler Randall red heeled-suede-boots. Art direction by RoAndCo
Model wearing jeans and jean jacket with Loeffler Randall peep-toe fur accented heels and matching purse. Art direction by RoAndCoModel wearing jeans and jean jacket with Loeffler Randall peep-toe fur accented heels and matching purse. Art direction by RoAndCo
Close up of Loeffler Randall blue fur pouch. Art direction by RoAndCoClose up of Loeffler Randall blue fur pouch. Art direction by RoAndCo
Close up of colorful embroidery detail on black Loeffler Randall pouch. Art direction by RoAndCoClose up of colorful embroidery detail on black Loeffler Randall pouch. Art direction by RoAndCo
Blonde model wearing red bomber jacket and red Loeffler Randall cross-body purse. Art direction by RoAndCoBlonde model wearing red bomber jacket and red Loeffler Randall cross-body purse. Art direction by RoAndCo
Loeffler Randall NYC subway ad takeover. Branding and Art direction by RoAndCoLoeffler Randall NYC subway ad takeover. Branding and Art direction by RoAndCo
Loeffler Randall NYC subway ad takeover. Branding and Art direction by RoAndCoLoeffler Randall NYC subway ad takeover. Branding and Art direction by RoAndCo

E-commerce Design

With e-commerce best practices in mind, RoAndCo created a digital experience that was a reflection of the brand's distinct vibe: elevated yet playful. The site gave the brand flexibility to curate seasonal product shifts as well as editorialize the Loeffler Randall lifestyle.

Loeffler Randall ad featuring model laying on white arch wearing white sneakers and holding blue embroidered pouch. Branding and Art direction by RoAndCoLoeffler Randall ad featuring model laying on white arch wearing white sneakers and holding blue embroidered pouch. Branding and Art direction by RoAndCo
Light blue Loeffler Randall cross-body bag. Art direction by RoAndCoLight blue Loeffler Randall cross-body bag. Art direction by RoAndCo
Model sitting in white arch with light blue Loeffler Randall cross-body purse. Art direction by RoAndCoModel sitting in white arch with light blue Loeffler Randall cross-body purse. Art direction by RoAndCo
Photo of magazine ad, Loeffler Randall sandals. Branding and Art direction by RoAndCoPhoto of magazine ad, Loeffler Randall sandals. Branding and Art direction by RoAndCo
Various Loeffler Randall open spreads featuring sandals and woven bags. Art direction by RoAndCo Various Loeffler Randall open spreads featuring sandals and woven bags. Art direction by RoAndCo

Our Work

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