Guidelines

Brand

Coach is a New York house, founded in 1941 in a leather workshop in Manhattan. Online it keeps the same restraint: a quiet frame, photography that does the talking, and a voice that tells rather than sells.

The first project: Coach Stories

The storefront sells. Stories gives a reason to care before anyone looks at a price.
A Signature canvas shoulder bag with a cherry charm, worn with a pink satin dress

A New York house since 1941, telling the story of its craft, its campaigns and its community in the same place people shop.

The hub sits one click from the storefront and borrows its header, footer and manners, so a reader never feels they have left coach.com. The brand platform, Find your courage, sits in the main navigation; the stories are where it is told at length.

Principles

Four ideas that settle most design questions before they become debates.
  1. 01

    Quiet interface, loud photography

    The frame is black, white and grey so the pictures can be everything else. Nothing in the chrome competes with a campaign image: no colour, no rounded boxes, no badges on photos.

  2. 02

    Editorial before commercial

    A story earns the click on its own. Product lives inside the picture and the story, not beside it as a price. The shop is one tap away, never in the way.

  3. 03

    Craft you can see

    Coach has worked leather in New York since 1941. The pages show hands, materials and making, and the layout is built with the same care: exact margins, one gutter, nothing left to chance.

  4. 04

    One voice, many stories

    Runway, campaigns, guides, press and Coachtopia all sit on one grid and speak in one register. A reader moves from a runway look to a care guide without the page changing its manners.

The unit of the brand

Every principle, at the size of one card: a photograph, a one-word category, a plain title, three lines at most.
A runway look: a silver jacket and a tan barrel bag

Runway

The Fall 2026 Runway Collection

Lil Buck outdoors against a blue sky, carrying a silver bag

Guides

How to Style Bags with Chain Accents