EVO
Brand System, Web, & Social Content
SCOPE Brand, Web, Content Creation, Retail, Social Media
ROLE Graphic Designer
A lifestyle-driven apparel and water gear brand founded in South Florida designed to feel relaxed, coastal, and ready for adventuring on land and in the water. I designed the branding and standardized guidelines across website, social content, and motion-led storytelling to establish consistency throughout the brand as EVO’s online presence began to increase and be noticed.
01 / THE POSITIONING
A softer lifestyle identity inside a performance retail world
EVO needed to stand apart from Divers Direct while still feeling connected to the same land-and-sea customer. The redesign positions the work as a complete sub-brand ecosystem instead of a collection of visual guidelines.
Brand Development
1
Build a look that could separate EVO from the more retail-driven Divers Direct identity while keeping it relevant to water gear and activewear shoppers.
Visual Direction
2
Translate the brand across a simple responsive website, product/lifestyle imagery, captions, social posts, and user-generated content.
Content Direction
3
Use a consistent but flexible visual aesthetic to help the brand feel recognizable as its online presence and social content increased. Planned feed visuals, captions, sourced UGC, and edited reels to support recognition and engagement on social platforms.
01 / BRAND SYSTEM
Lifestyle fitting the land and sea
As a sub-brand of Divers Direct, EVO lacked its own identity and became lost in Divers Direct’s large catalog. A brand guideline brought to life an identity system that could be easily applied and recognized across every touchpoint.
Color System
1
A softened ocean palette creates a calmer lifestyle feel: airy aqua, sea-glass neutrals, grounded charcoal, warm sand, and black for contrast.
Sea Mist
#E2FBFA
Deep Tide
#455555
Sea Glass
#819C9B
Warm Sand
#B7AA9D
Ink
#241F1F
Graphic Language
2
Geometric linework using EVO’s logomark gave it a recognizable pattern language inspired by motion, water, and active outdoor exploration.
02 / VISUAL DIRECTION
The visual system uses soft ocean colors, warm lifestyle photography, product moments, and light-hearted messaging to create a carefree identity. I assisted in photo shoot direction and photography for location and in-house shoots to create content assets that would serve for product photography and lifestyle social content that was in line with the new branding identity.
As part of its plan to increase engagement and recognition on social media, EVO began to push for video content on Instagram which I assisted in planning, shooting, and post production editing for social platforms and official brand content.
A coastal lifestyle, not just gear
03 / SOCIAL MEDIA
A feed built around Energy, Vitality, and Ocean
The social direction balances aspirational beach imagery, product details, playful reminders, features of organically discovered UGC, environmental messages, and branded typography to remind its base that EVO is active and human at heart.
04 / WEBSITE DESIGN
Translating the identity into a simple responsive shopping experience
The website becomes the practical expression of the brand: lifestyle-led entry points, clear category navigation, ocean-inspired photography, and a visual tone that feels more editorial than transactional.
This was a big step for EVO as its only sales channels at the time was purchasing through the Divers Direct online store, where it competed with other brands more well-known by the diving community, and inside the retail store where there was no strong brand messaging or call to action.
