One Size Does Not Fit All
Occupying a glaring void in the sartorial landscape, Good Counsel is the first platform for progressive men’s fashion to cater exclusively to style-conscious men of size. Working with The Good Counsel to develop a lifestyle brand for this traditionally ill-served demographic, we defined the company’s positioning, goals, visual identity (including an easily-identifiable photographic style and color palette), and core digital experience: a flexible e-commerce and editorial platform equipped to showcase the company’s tightly-curated rotation of products alongside timely multimedia content. Our challenge was to evoke the energy and hype of the elevated streetwear brands The Good Counsel carries, while giving the brand a clear aesthetic and voice of their own. To that effect, a signature “line” motif draws The Good Counsel experience together into a cohesive unit across touch-points, from tags to article headlines to packaging. good-counsel.com
The Good Counsel digital experience is built on a Shopify backend with a fully customizable front-end to outfit the brand’s dual commerce and editorial needs, from tracking merchandise to telling multi-media stories in visually powerful ways.