Reno eNVy came to us with a challenge, how do you take a beloved hyper-local brand, and elevate it into a state-wide brand? The answer is rooted in strategy, updated apparel, and an overhauled online shopping experience that anyone— not just Nevadan’s, can be proud of.
From city-centered to state-wide
For those not in the know, Reno eNVy has been a hometown hero of a brand to our little city since 2005 but also carries vibrations throughout our state with an iconic mark that Matt McIver actually had hands in many years prior. With an identity that was so initially tied to an individual city - we had to overhaul to the look and feel of the entire brand. We focused on a Strategic as well as Creative Direction that pulled largely from the land around us and created a visual narrative to set our sails and minds in the right direction for the years to come.
Let's get to work
We started by really emphasizing the visual narrative that would be carried across the brand. With a state so diverse, we didn’t want to alienate one part of the state or another, we’d rather create a cohesive look that every Nevadan could find themselves relating to.
"We wrote the visual narrative behind this brand. Providing perspective and abstracting the land where I grew up was challenging to let go of the Northern Nevadan bias."
KYLIE SOUZA, DESIGNER
Brandmarks & Iterations
PIECES OF THE PUZZLE
With any fashion brand, you often have the brandmarks appearing in a multitude of ways. Whether they’re screenprinted on tees, adding depth and detail to the website, or accompanied with photography, the various brandmarks used add a complexity and a feeling of cohesiveness throughout all materials.
Creating a visual narrative
After the initial brand identity was approved for both print and digital, we moved on to prepare to unveil this new look to the world. From new products and patterns on t-shirts and hoodies, store installations, print and digital advertisements and promotions, and to top it all off— a new website too, the entire look was overhauled to reflect the hard work we’ve created.
Fashion gets dirty
SHOOTING A CLOTHING BRAND IN THE DIRT
After the initial brand identity was approved for both print and digital, we moved on to prepare to unveil this new look to the world. Visuals are key online. We, in fact, do judge a book by its cover. We like things that look good. And we can’t even begin to overhaul a line of apparel if it doesn’t look appealing. We headed out to the desert, and took over an abandoned gas station, donned some of the latest looks and apparel, and photographed the clothing right where the inspiration came from, the land itself.
The next big thing
TEASER LANDING PAGE
While prepping for the debut of the new site launch, we created a landing page for those to enjoy, creating excitement for the curious.
The big thing
CRAFTING THE EXPERIENCE
The brand formerly known as Reno eNVy has a storefront in Reno, Nevada. Shocker. But there is no existing storefront in anywhere else in the state. One hurdle was realizing just how crucial online sales are. If we’re to truly become a state-wide brand, we need to create a look and online shopping experience that no one can ignore.
New store
ONLINE SHOPPING EXPERIENCE
By creating an online experience that makes people want to scroll through the site (and simple to add things to the cart) we are able to further establish value and trust as a brand. By carrying the little bits of dust, so to speak, across the web design, we’ve creating this familiarity throughout the website, furthering trust in HMNV Co.
"This is something that we’ve brought up before, its a huge step to move into a new world. Without the thoroughness of the L&M team, the brand may have very well not launched."
SCOTT DUNSEATH, OWNER, HMNV CO.
From here to infinity
Stepping into a new future, working with HMNV Co. has been exciting and deeply gratifying: expanding the story of a cherished local brand, deeply furthering their apparel line and retail shop, and creating an enjoyable and modern online shopping experience.
The new Home Means Nevada Co. brand officially launched Fall 2017, with the opening reception and brand unveiling met with enthusiastic support and confidence from the community. Just in time for the holiday season, HomeMeansNevada.com alone has been able to pull in thousands of visitors alongside a spike in online sales— pretty good for a spanking new website and brand.
