Coal Headwear

2003–2013

In going back through the decade of work with Coal Headwear, I chose to show ads from each ad campaign, moments from each catalog and point of purchase posters. It was hard not to show all the elements, hang tags, stickers and website designs from each season. Each year, Brad and I would scheme up a direction, present it to Coal and C3, and then we put together the team and a photographer to nail as much as we could in a fun, fast weekend. And we’d draft off those images all year long. Here’s what I’m most proud of: We didn’t have big budgets, and yet, I’m fairly confident with simple moves, consistency and beautiful photography we could tell the story of each new collection in a chill—yet dynamic—way each go around. Restraint, restraint, restraint…allowing the personalities and beautifully designed headwear to shine.

Coal Headwear
Logo Design, 2018

This was an interesting one. My brother Brad Scheuffele had moved on from Coal Headwear, with Joe Windemuth taking over. I got a call to make an official logo for the brand, in combination with our original wordmark. And it was a tough one, as the wordmark was a strategic thing Brad laid out in the beginning. Brad’s fashion sensibilities and inherent sense of “less is more” was something crucial that taught me many lessons. And that worked for well over a decade with the brand. Change is good, and I had moved on from Coal in 2013, and coming back into the fray to revamp things for the gang was super fun. I wish Joe and the crew the absolute best, and some seven years since this logo addition to Coal Headwear, I’m so proud to report they are going stronger than ever! Onward!