How rich imagery and an evolved tone transformed this urban brand into a lifestyle

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The Challenge

Everyman sells thoughtfully designed everyday carry essentials for the finer, fewer crowd. After a successful Kickstarter campaign, they were ready to take it up a notch and came to us to evolve everything on their website - from strategy to copywriting, visual design and UX.

The Approach

Everyman’s core audience of urban millennials gave us the opportunity to focus on their unique brand story. We use strong lifestyle imagery across the site to show real customers using their products, which give shoppers a strong sense of their everyday functionality and durability. All while keeping that clean aesthetic that earned them their core customer base.

What We Worked On

  • Visual Design
  • Copywriting
  • Ecommerce Stragegy
  • Custom Development
  • Full Service Email Marketing


After deep discovery work on Everyman’s voice and values, we rewrote their copy to reflect an evolved tone. We continued to play with large, lifestyle imagery throughout all key pages to create a real, authentic brand message that millennials could connect with. When it came to product pages, our goal was to take the reader on a journey as they scroll through the page: to introduce, educate and finally, to convince. We call out important product details and showcase beautiful product imagery to captivate the reader and encourage them to convert. With a huge gap between desktop and mobile conversion rates, we focused on creating a mobile experience that captivates the audience, encourages them to continue scrolling and makes it easy for them to learn about each product without overwhelming them with too much information.