Everlane

At Everlane I led a comprehensive brand evolution that repositioned the company's visual strategy around California's design consciousness and cultural heritage. The work refined existing brand pillars from broad language into specific, ownable, emotionally resonant positioning rooted in California ethos, then translated them into an elevated visual identity that shifted from transactional product content toward immersive world-building.

Director: Jake Frank

The brand's existing pillars lacked ownability and could have described almost any contemporary brand. I recalibrated and built upon them, leveraging a uniquely California sensibility, connecting each to the state's design consciousness, lifestyle, ethos, and cultural values to create distinctive, emotionally resonant positioning through imagery rooted in creative curiosity, a sense of wanderlust, effortless style, and craft.

Process Discovery

Sustainability is about materials, process, and people—what you wrap around your body matters as much as what you put in it. Transparency unmasks the full process with the same consciousness we apply to wellness.

Photographer: Nagi Sakai

Born in California

Everlane is rooted in California through values rather than stereotypes—the state's ethos of creative thinking and intentional living shapes how we move through the world. It's a state of mind that informs our attitude and choices.

Elevated Ease

California's aesthetics emerge from its environment—the interplay of shape, light, and material synthesized into craft and construction. Its design sensibility balances affordability, material attention, and simplicity unfettered by tradition.

Photographers: Nagi Sakai, Alex Freund, Ces Martinez, Diego Vourakis

This California-rooted brand positioning came to life across all customer touchpoints — lookbooks and product launches, site design to email, paid media, organic social, and retail environments. The new messaging strategy took cues from California aesthetics, design, and lifestyle, weaving process and craft into stronger brand and product storytelling that created a cohesive visual ecosystem inviting exploration and discovery.

PDP

I changed the product detail page photography from rigid “soldier” shots with a static commodity approach to a more editorialized and organic style which focused on each garment’s best features and also allowed the imagery to be leveraged across platforms such as paid media and homepages.