• by Steve McClellan  @mp_mcclellan, March 30, 2022

Raleigh, NC-based beach shade maker Shibumi Shade, has named Baldwin& its agency of record.

The initial scope includes brand strategy and a brand refresh as Shibumi expands to beaches up and down both coasts and the Gulf of Mexico. The brand launched in 2016.

“We’re excited to keep this assignment close to home with another Raleigh-based firm with a national footprint and strong creative chops,” said Shibumi co-founder Alex Slater. “It’s a bonus that Baldwin& is already familiar with our product and brand.”

Sold both direct to consumer and at select retail stores, the brand takes its name from a Japanese design concept defined by harmony, tranquility, and balance. In keeping with Shibumi’s values, all sewing production for the brand is done stateside in North Carolina and Virginia. The Shibumi beach shades have become popular on many beaches around the US, where the signature blue and teal canopies, which take just minutes to set up, can be seen flowing in the breeze. 

Slater co-founded the company with brothers Dane and Scott Barnes – who all grew up visiting Emerald Isle, North Carolina, every summer for family vacations.