Blackstock & Weber / Brand strategy and visual identity
Built from the corner
where it all began.
Blackstock & Weber began with the loafer, but its identity came from somewhere deeper: the love, confidence, and inspiration Chris Echevarria received from his grandmother.
The Challenge
Chris and I spent days talking, moving beyond what Blackstock & Weber makes to understand why it needed to exist.
At the heart of the story was his grandmother. Her care and compassion gave Chris the confidence to follow his own path, eventually leading him to create the company. Even its name comes from the cross streets where she lived.
The Shift
Once we found that source of truth, the brand could grow from something real. The work became less about borrowing the appearance of heritage and more about giving personal history a new expression.
Expected starting point
Blackstock & Weber
A footwear brand
A personal legacy
Borrowed heritage
Lived history
Polished luxury
Emotionality and texture
Classic or contemporary
Classic made contemporary
The Result
Established in feeling.
New in expression.
Like the loafers themselves, the identity takes something familiar and gives it new character. The customized wordmark and icon begin with a classic serif, then reshape it with a modern sensibility. The result feels confident and established, while still carrying the warmth, personality, and playfulness behind the brand.