A.E.M.
Role: Designer (Visual Identity, Collateral, Digital Application)
Client: A.E. McAteer Design
Scope: Logo + lockup design, tagline stamp, collateral system, Shopify site
A.E. McAteer is a New York–based studio known for meticulously handmade leather and metal goods, produced by founder Andrew McAteer in his Astoria workshop. I worked with Andrew to build a visual identity that honored his craftsmanship and heritage, while giving the brand a refined, scalable system to use across products, packaging, and digital channels.
THE CHALLENGE
The brand needed an identity system that could reflect Andrew’s values—durability, craftsmanship, and versatility—without feeling over-designed or detached from the tactile nature of his products. It also had to function across a wide spectrum: subtle enough to be stamped into leather, yet polished enough to appear on packaging, collateral, and digital storefronts.
THE WORK
I created a custom “AEM” lockup that paired simplicity with refinement. Its clean geometry was designed to emboss cleanly into leather while retaining elegance in print or digital use. Paired with a wordmark, it gave the brand flexibility to scale between product stamping and promotional needs.
To reinforce Andrew’s ethos, I developed a typographic stamp around his guiding phrase — “Have and not need” — which became a recurring accent element across collateral and promotional pieces. This tagline brought his philosophy of longevity and preparedness into the identity system in a way that felt authentic and personal.
The full system extended into collateral: hang tags, business cards, envelopes, and packaging — all designed with the same tactile, utilitarian elegance as the products themselves. The identity was also applied to his Shopify storefront, ensuring consistency across physical and digital touchpoints.
MY ROLE
I partnered directly with Andrew to refine the lockup and brand system, ensuring it reflected his philosophy and worked practically across mediums. I designed the logo lockup, tagline stamp, and collateral pieces, and guided their application across packaging and Shopify. My role was both creative and collaborative — shaping a brand identity that could grow with the company while staying grounded in its craft-driven roots.
OUTCOME
The new identity gave A.E. McAteer a unified and versatile brand system. It translated seamlessly from leather embossing to digital storefronts, reinforcing Andrew’s craftsmanship at every scale. The “AEM” lockup and tagline stamp became recognizable elements of the brand’s story, giving his handmade goods a consistent, credible identity in both retail and promotional contexts.