Brevity & clarity were the biggest challenges for Beyond Clothing when I started working there. As part of the brand redefinition/update I reestablished how the main concept of the product was presented to the consumer, as well as created taglines & value propositions to aid it.
Beyond Clothing makes a expedition layering system that can safely put people in environments all across the globe in 5 layers or less. Previously the only graphics related to this were a single grid that can be very useful as long as you already knew what to do with it. Redistributing it into a more visual representation of the environments with that system makes it much quicker to digest & navigate.
