The ingenious concept of EVERLESS was clear cut since its inception, yet the brand identity needed a complete makeover to match its bold mission. We started by going back to basics and defined what the project stands for, who is the target audience, and how to differentiate from a variety of competitors. That meant switching from rather an ecological brand approach to a clean, minimalist, and design-centric branding.

With a new coat, we needed a brand-new name: we let GYRE go, and EVERLESS was born.

EVERLESS set a goal to launch its first product SmartBag with a bang. Starting from scratch, we agreed on crafting a holistic launching strategy, where the online elements principally overlapped with the content strategy (more on this later).

In collaboration with Fashion for Good, we organized a launch party in Amsterdam in April 2019, with more than 100 fans, friends, and family members showing up. Think of everything from event organization, to promotional materials, pop-up store logistics, and the program itself. In less than a month after the successful launch, we sold out the first limited batch of SmartBags.

Fast forward, EVERLESS was also officially launched in NYC in September 2019, as EVERLESS joined forces with the United Nations and showcased the SmartBag at several climate-related happenings during the UN Assembly week, including its own NYC launch party.

Organizing both of these launch events also involved conceptualizing and developing promotional materials, such as a lookbook, business cards, roll-ups, and banners.

Launching EVERLESS meant developing its content strategy from the ground up, starting with perfecting the content channels. First, I migrated the website to SquareSpace and implemented a completely new design of the webshop. The same was done to all social media channels and the newsletter template.

Second, I took the lead on the product and editorial shoots to create a brand-fitting, high-quality content. My tasks ranged from developing the concept to heading the creative direction, finding the right talent, and scouting the perfect locations.

Lastly, I was also in charge of the campaign timeline, the overall online roll-out with the social media & newsletter at the center, and oversaw the graphic design work to its perfection.