Projects
Vettd
In the Summer of 2019 I was approached by Nick and Megan, who were looking to launch a consumer apparel website but needed help across many efforts to get it done. Nick was a former colleague of mine who went on to co-launch Rumpl blankets, a hugely successful Kickstarter product launch. Megan, formerly at Google, had knowledge and innovation ideas around search and had spent a year with Nick driving their 4x4 around South America having brainstorming surf sessions. They wanted to know if it was possible to build their idea in time for the upcoming holiday shopping season.
(Spoiler alert: we did it.)
Branding
The main driving goal is becoming a trusted brand for apparel or consumer goods. It is essential to maintain a level of high integrity and a feeling of thorough, meaningful testing, and a highly personalized experience. They were going to buy and test the clothes, photograph men of all sizes in them, and produce quality results for the consumer.
The soft launch was planned to focus solely on men's clothing, with the understood potential to roll out other categories of products from woman's apparel to household goods. The brand needed to be modern and approachable, gender neutral, and connote a sense of "approved". The identity had to work as a small watermark or tag, and the name had to work both as a noun and verb.
The brand identity feels like a stamp/brand of approval. The "V" forms a checkmark, the "t's" are crossed, and the period punctuates the feeling of "complete/approved/verified". I created a style board and guide and consulted on photography and production. I also managed and collaborated with the overseas development team, driving requirements and change requests, and running weekly meetings.
Website
The main driving goal is becoming a trusted brand for apparel or consumer goods. It is essential to maintain a level of high integrity and a feeling of thorough, meaningful testing, and a highly personalized experience. They were going to buy and test the clothes, photograph men of all sizes in them, and produce quality results for the consumer.
The soft launch was planned to focus solely on men's clothing, with the understood potential to roll out other categories of products from woman's apparel to household goods. The brand needed to be modern and approachable, gender neutral, and connote a sense of "approved". The identity had to work as a small watermark or tag, and the name had to work both as a noun and verb.
Wordpress was selected as the CMS for speed-to-market, the ability for internal publishing, open source cost benefits, huge development community and support, and ease-of-use. Overseas contractors were engaged for the custom development and to support the template and branding I designed. We also collaborated with an SEO agency to optimize the site for SEO strategies.
The website was integrated with granular tracking and analytic tools to obtain element-level click data. We launched in winter 2019 and are using the data we obtained to enhance and grow the product.