REEL POINT · ARCHIVED BRAND CASE STUDY
A complete brand, woven into every detail.
Identity, product imagery, photography, website design, catalogs, collateral, trade environments and production-ready belt artwork for a Shelter Island accessories label.
BRAND IDENTITY · PRODUCT DESIGN · PHOTOGRAPHY · WEB · RETAIL · PRODUCTION ART
01THE OPPORTUNITY
Build the brand from the buckle out.
Reel Point was created on Shelter Island around premium cotton-weave belts, full-grain leather and solid-brass hardware—an American accessories label with nautical roots and an understated point of view.
Bionic Egg shaped the entire launch system: name presentation, identity, product graphics, photography, collateral, website, catalogs, retail materials and the visual environment used to introduce the collection.
02BRAND IDENTITY
SHELTER ISLAND · NEW YORK
A mark grounded in place.
The buoy and wave created an immediate connection to the water while the serif wordmark kept the identity classic enough to move between yacht clubs, golf courses, specialty retail and everyday American sportswear.
HTML COLOR SYSTEM
Nautical. Unique. Expressive.
03FROM DESIGN TO PRODUCTION
ARTWORK THAT WENT TO WORK
From screen files to the stitching floor.
Bionic Egg created the belt image files and production artwork used by the stitching machines—not simply campaign graphics, but the visual assets required to manufacture the product itself.
That same control carried through woven motifs, leather tabs, tags, packaging, labels and the supporting sales materials around the collection.
04LIFESTYLE CAMPAIGNS
YACHTING + GOLF
Photography that gave the brand a world.
Bionic Egg developed two lifestyle campaigns built around the places Reel Point belonged: on the water and on the course. The photography moved across catalogs, the website, trade-show graphics and retail presentations.
Photographed by Marc Tousignant. Mark Johnson also appeared as the male model in the original campaign.
REEL POINT LIFESTYLE CAMPAIGNART DIRECTION + PHOTOGRAPHY
05COLLATERAL + RETAIL
One identity across every point of contact.
Boxes, tags, cards, packaging, presentation bags, catalogs and the website all spoke in one recognizable system. The same language scaled up for retail and trade without losing the refinement of the product.
06TRADE ENVIRONMENT
THE BRAND, BUILT IN SPACE
A complete booth—not a logo dropped on a wall.
The trade-show environment translated the visual system into an immersive sales space, combining campaign photography, product display, signage and presentation areas in a single branded installation.
07ARCHIVE STATUS
A full original system, preserved after the brand changed hands.
Reel Point was later sold and combined with another belt company under new ownership. The original brand was retired roughly fifteen years ago.
This page documents Bionic Egg’s work on the original Reel Point launch—from the identity and website through the physical product, campaigns and trade environment.
08CLIENT PERSPECTIVE
“Mark immediately grasped the intangible feel we wanted for our brand and our site and came back with really awesome, fresh and unique concepts.”
“Mark delivered an outstanding product, within our budget and within our timeframe, but way beyond our expectations. I highly recommend Bionic Egg to anyone who is building a website or needs help with branding.”
PROJECT CREDITS
Reel Point ×
Bionic Egg
BRAND IDENTITY · PRODUCT GRAPHICS · MACHINE-READY BELT ARTWORK · PHOTOGRAPHY · WEBSITE · CATALOGS · COLLATERAL · TRADE BOOTH
CLIENTReel Point · Shelter Island, New York
AGENCYBionic Egg
CREATIVE DIRECTORMark Johnson
PHOTOGRAPHYMarc Tousignant
CAMPAIGN MODELMark Johnson
SCOPEIdentity, product graphics, machine-production artwork, website design and development, catalogs, packaging, collateral, photography art direction, retail presentations and trade-show booth design
STATUSArchived · original brand retired following sale / merger under new ownership