2021 — 2022

Atelier Munro

Len Koster

Design & Direction

Profile

Len Koster

Design & Direction

What I did

Research & insights
Product & brand strategy  
Product discovery
Business development
Creative campaigns    
Digital product design
Design systems
Design research
    E–commerce
    Product leadership

Credits

Video: Milan van Dril
Development: Pieter de Jong
Creative Direction: Joachim Baan

Atelier Munro is making menswear personal again. Taking all the best parts of made-to-measure – the choice, the fit, the hospitality, the ‘on demand’ production – and evolving it for the modern man.

I helped them merge on- and offline as their Head of Digital.

Visit website

Leading a team of developers, designers and a product owner, my responsibility at Atelier Munro was to set direction and strategy for the digital future of the brand. Ultimately, giving clients the best experience as possible from any of the digital touch-points.

The whole shopping experience is tailored to you, with advisors on hand to offer assistance and advice. It starts with personal service that explores your every want and need. It ends with clothing that will stand the test of time. You can create one piece or an entire wardrobe.

A more conscious approach to clothing that helps you buy lasting and buy less.

Manifesting character through storytelling

For Atelier Munro, it’s about more than clothing. They want to empower men to reach their potential, inside and out. It’s a ceaseless pursuit of culture, quality, and authenticity. Yes, they create clothes worthy of your character. But they also connect with the world around them, sharing their knowledge, and stopping to appreciate craft wherever they see it.

Translating the newly set strategy, we revamped the marketing website towards a platform that tells both newcomers and existing clientele the latest stories by the brand — usually in the form long read content empowered by a combination of video and rich imagery.

Manifesting character through storytelling

The AM Times

Moving away from traditional direct marketing and sales communications, The AM Times is a bi-monthly publication on a specific theme. A stepping stone to explore the love for character. Born out of a need to tell more stories, share deep dives, and explore the boundaries of what is happening at Atelier Munro. Capturing the people they work with, the products they make, the places they visit, and the planet we all love. An ode to their world and those that connect us to the outside.

The AM Times