TODD SNYDER X BALMORAL
DEFENDER
Balmoral Defender partnered with American menswear designer Todd Snyder to launch “The Rugged Gentleman Collection,” a limited series of 10 restored vintage Land Rover Defenders. The first release, “Collection 001: City Black,” reimagines a 1998 Defender 90 through an urban lens of utility meets luxury with NYC sensibilities.
Through design, photography, film, and launch events, our goal was to translate the car and the partnership into a visual narrative and brand world that celebrates heritage restoration and modern urban luxury.
Our team developed the full logo suite and graphics package while also leading the creative direction of the photography and film, partnering closely with the Todd Snyder creative team throughout the process.
ROLE: ART DIRECTION + DESIGN
01
Prior to launch, we released a series of teasers and began to visually build the brand world.
Photography was a key element of visually communicating the rugged-meets-luxe vibe. We moved away from traditional, brightly lit car showrooms, and opted instead for gritty glamour. The set was pared back to keep focus on the car, while bringing in black-on-black wardrobe, styling, and props to extend the car’s color story.
02
The launch film follows a “Rugged Gentleman” through a day in New York — from coffee in Tribeca (featuring a cameo by Todd Snyder himself), over the bridge, to a party in Williamsburg. The narrative emphasizes that both the car and the clothing are about a transportive mindset, literally and conceptually transporting you to new places and attitudes — repositioning the Defender from the quaint countryside to the layered textures of New York City.
03
In collaboration with Cultured Magazine and the Todd Snyder team, we planned and produced two launch events in Miami. The first was an intimate private dinner at The Joyce, hosted by Todd Snyder and Cultured Editor-in-Chief Sarah Harrelson. The second event was a VIP experience at the Todd Snyder boutique at Bal Harbour Shops.
Beyond staging the vehicle, we developed event-specific print collateral, including a custom Balmoral newspaper designed to function as both an experiential prop and an informative brochure for guests and prospective buyers.
