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Conor O'Hollaren
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Harry's

PLATFORM, PRODUCT & BRAND STRATEGY

 

The OPPORTUNITY

A brand & product strategy to disrupt a century-old industry.


 

Harry’s co-founders, Jeff Raider and Andy Katz-Mayfield approached Gin Lane in the early Fall of 2012 with a simple but powerful idea; to create a company that could offer a quality shave at a respectful price. 

 
 
 

My Role

I lead Gin Lane’s efforts across product strategy, interactive brand development, and copywriting for Harry’s digital experience at launch, then continued to work with the company on a series of strategic engagements across its first two years.

 
 
 

BRAND STRATEGY

Big Ambitions

&

Little Details


 
 
 

STORY

I worked with Harry’s founders to write the story of their budding company; its purpose, its values, its place in the world, and its ambitions to change its industry. 

 

Voice

Together, we developed a frank but playful personality for the company, a voice that uses frank, simple language with the lightest touches of playful whimsy.

 
 
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COPY & FRAMEWORK

Throughout the product development process, it became clear that Jeff and Andy were deeply focused on product excellence; from the enlightened chemistry behind its Shave Cream’s formula, the paintbrush-like quality of the razor’s flexible “neck,” and the deliberately significant weight of the handle’s body.

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To tell that story, I laid out a framework of three distinct story beats for each product; Origin, Feel, and Material. For each product, I wrote a small blurb of copy to focus on a unique point of interest.

 
 
 

Design & Production

Bringing it to Life


 
 
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The Design System

Working side-by-side with heavy-hitter-designer Gordon Sexton and Gin Lane’s creative team, we sculpted those stories into a holistic design system that would become the interactive signature for Harry’s brand.

THE INTERACTIONS

One of the most pressing challenges for the young digital-first retailer was to express the superior craftsmanship of its finished products through the glass-and-pixel barrier of the digital screen.

 
 
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The Toys and Tools

To infuse the experience with a sense of tactility, we sketched, storyboarded and shot a series of interactive toys and tools to simulate the airy feeling of cream or a weighty razor handle in-hand.

 
 
 
 

Launch

Disrupting An Industry


((Stats and Metrics here - coming soon!))

 
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RETAINER

Ongoing Adventures


I continued to work with Harry’s across 2013 and 2014 across a variety of projects as its internal team grew. A personal favorite was the opportunity to continue to develop copy and content for the site, as well as advising on interaction mechanics for new features, like the “auto-refill” subscription services for blades and cream.

 
 
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The Cut Archive

Harry’s opened its first barbershop “The Corner Shop” in 2014. I worked with Gin Lane’s designers and Harry’s developers to concept and construct “The Cut Archive” - a lightweight CRM tool that captures the details of each cut to help barbers create a consistently superior experience.

 
 
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MOBILE APP CONCEPTS

I also had the opportunity to weigh on the company’s first native mobile application, developing interactive concepts, feature needs, user flows, and technical requirements for a commerce-focused app.