Revitalizing A Legacy Apparel Brand & Its eCommerce Presence
Guy Harvey is an iconic name in marine conservation and lifestyle apparel, known for its distinctive artwork and commitment to ocean preservation. However, the brand faced challenges in maintaining consistent messaging, growing its e-commerce presence, and enhancing customer engagement. The need for better alignment between Guy Harvey Inc., Intradeco, and the Guy Harvey Ocean Foundation (GHOF) further complicated brand strategy.
Additionally, supply chain delays impacted product launches, limiting content creation opportunities and slowing digital marketing efforts. To remain competitive against brands like Salt Life and Columbia, Guy Harvey needed a revitalized approach to branding and e-commerce.
As CCO, I led the charge for a new, integrated approach focused on a revamped brand guide, new campaign, a focus on brand consistency, digital optimization, and a unified creative strategy.
A New North Star
I created a new tagline and campaign that helped bring focus and attention to the ultimate goal of Guy Harvey’s apparel and artwork: protecting and preserving marine life. The “Turn The Tides” campaign brought attention to the previously hidden work of the Guy Harvey Ocean Foundation, and helped tell the story of their brand in a new way that resonated with their existing audience while also attracting a new one.
Improved UX, UI And eCommerce Optimization
Their site was in need of an overhaul. Bounce rates were too high and conversion rates were lagging. I led the design of a new, more user-friendly experience that led to increase sales, lower bounce rates and increased time on site.
