In 2016 BYLT Basics was a new-to-market men's brand targeting the distinguished millennial. Their product offering is a premium line of understated “basic wear” - featuring essential basic items, from men’s boxers to drop cut t-shirts emblazoned with the fine BYLT logo.
The market differentiation is delivered in 3 words: Men’s Premium Basics.
A statement that carves out a niche product that only market giants like Calvin Klein had been able to tap into.
The BYLT team had a website and launched their social media run with stock photography and a custom photoshoot. With boxes of product sitting in their office and a a few bumps to website traffic, BYLT Basics needed a way to differentiate itself in a saturated market.
To craft a lifestyle aesthetic that boldly communicates quality, value, and aspirational visuals.
As an ecommerce business, it isn’t enough to rely on well written copy: visuals come first.
BYLT needed a new direction that would speak to the quality of product and define a brand, not just sell t-shirts.
The strategy was clear from our first brainstorm: start with the imagery, tie it to a distinguished social strategy and let it run!