Project Spotlight: Namekagon General Store
Namekagon General Store has been operating out of Hayward, WI since 1977 crafting some of the finest leather goods, while also running a popular store front for visitors to shop at.
Since Namekagon General Store’s opening day, Ed and JoAnn Zaspel have been the two behind the scenes cutting, sewing, dying, crafting all of the nationally loved goods the store produces.
Forty-five years later, they have inspired their children to preserve and document the uniqueness of their store and showcase the talent, dedication, and hardwork of their parents. The question that their children Rusty, Jill, and Kelly faced - how do you tell a story that captures the uniqueness of a business that includes its history, products, process, and people?
“What became pretty clear pretty fast is if you haven't been there, it's hard to describe it to people, but to actually see it is a different thing,” stated Rusty Zaspel.
To be used to accompany a series of interviews and stories - photos were needed to visually tell the story of the business and brand.
“I wanted to make sure that if we were going to take the time to actually do some kind of photoshoot or documentary style photography, that it was done with someone who actually knew what they were doing…that it was done right. I spoke with Graham about the idea, and he filled in the gaps to film the real aspects; the shop, the front, the back, the outside. He had brought the ideas around doing drone shots, which I had never even thought of, doing some portrait style photography, to capture the real side of the business.”
- Rusty Zaspel
“I felt very confident having seen Graham in action at music events, that he's right in there doing stuff that you would never even think of. That really helped me know that Mom and Dad are going to be taken care of,” said Rusty.
Last June, I packed up my car and headed to Hayward, WI for a docustyle shoot at Namekagon General Store. I was able to finally meet Ed and JoAnn in person and was able to experience their store myself.
“He was prepared, he came in with cases and umbrellas. And he had this gigantic umbrella. He took some portraits of us out in the store. He took purses down to get a photo, and I mean, it took him an hour to pick up all the stuff he brought. At the end of the day, I said, oh my God, I am exhausted. He was everywhere.”
- JoAnn Zaspel, Founder and Co-Owner
Rusty shared, “The original idea was a long form book to tell a story chronologically, more or less, with maybe a few of the pictures as a way of supplementing it. When you look at the pictures, it kind of draws you into thinking differently. This feels more like a photo book with a story behind it. So who knows? Maybe it's both.”
“Every morning, I come to the store, Ed has my coffee ready, I've gotten the mail and I start the day. We have regulars come in, it's fun. …Our daughter had little cards made with our logo and on the back it says “after all these years, we've found meaning and purpose”, what more can you ask for? Is that.”
- JoAnn Zaspel
“I think what sets Graham apart is his unique perspective when it comes to photography. Art and industry and the expanded space around human beings. Visual storytelling is embedded in the way that he takes pictures, I think that's what made working with him a no-brainer, even though there were hundreds of lower cost options out there, quite literally. If you want something done right, do it the right way and hire the right people, and that's how I see Graham.”
- Rusty Zaspel
This was one of my favorite shoots to date. Being a business owner myself, it is amazing to see 45 years into a business to see that Ed and JoAnn have built a business and life that they love. Also, Ed made a belt for me. It’s become my every-day belt since then!