Strategy
- Brand positioning
- Audience and product story
Case study · Journals & gifts
AJ Michel
We built AJ Michel from the ground up: positioning, a complete identity system, an e-commerce website with a preorder journey, and the email campaigns to launch it.
- Industry
- Journals & gifts
- Engagement
- Full brand launch
- Services
- Brand, website, email, launch
The challenge
A new product line with no brand, no storefront, and a launch ahead.
Every piece had to be created at once and work together: the positioning, the visual identity, the product story, the checkout and preorder flow, and the launch communication.
Our approach
Strategy first, then every piece built to connect.
- 01
Strategy
Defined the positioning, audience, and premium product story for the collection.
- 02
Identity
Designed the logo, supporting marks, palette, and typography, packaged in a complete brand kit, with product photography direction.
- 03
Digital
Designed and developed the website, product pages, preorder journey, and custom inquiry and bulk-order forms.
- 04
Marketing & launch
Designed the email templates, wrote campaign messaging, and planned the launch sequence.
What we delivered
One connected system.
Identity
- Logo and identity system
- Complete brand kit
- Photography direction
Digital
- Website design and development
- Preorder journey
- Inquiry and bulk-order forms
Marketing
- Email design
- Campaign messaging
- Launch plan
The work
The outcome
Built from the core, ready to grow.
- A cohesive, premium identity across every touchpoint
- A website that tells the product story and takes preorders
- Email marketing that matches the brand
- A structured launch plan and growth-ready customer journey
Your business next
Want this level of clarity for your brand?
Start with the Core Assessment. It shows us where your business is strong and where it needs support.