About BYLT

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 Challenge

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.

The Original Launch Content

The Solution

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!

Develop An Identity

Clearly define the market and examine their tastes and preferences.


Partner Jose Barajas brought the vision to life. Bringing to life the bold aesthetic that ​emphasized masculinity​ ​and​ ​a​ ​stylish​ ​ease​ - a template for our influencers to work off of.

Drive Awareness

A call to community #BYLTforMore was created. A​ ​social​ ​hashtag​ ​to​ ​express​ ​brand​ ​values​ ​across​ ​all​ ​mediums and to tie together the work and ideology behind BYLT.

Fresh Content