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.
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.
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.
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.
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.
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
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.
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.
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.
Disrupting An Industry
((Stats and Metrics here - coming soon!))
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.
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.
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.