Wear Your Spirit

Youth Apparel Company

Background

Lu Hanessian, owner of WYSH (Wear Your Spirit for Humanity), approached [whitepenny] with a unique goal: she wanted to create a company that was part business and part social movement. In addition to selling her various pieces of youth clothing, she also wanted to inspire her audience and bring about a new way of viewing the world.

Approach

In addition to the typical e-commerce elements that would be needed to bring this vision to life, [whitepenny] knew that this site would require an added layer of personality in order to fulfill the owner’s desire to make this company emotionally charged. The site was developed in such a way that it would showcase the striking photographs of the WYSH gear, but it would also focus heavily on telling the ‘story’ of the company. This emotional element was achieved by introducing a hand-drawn, icon style throughout the site, which added a layer of sophistication as well as approachability. The products were then categorized by a series of themes that the owner had created, which allowed the user to experience WYSH in totality as opposed to one product at a time. The site launched to a very strong response, and the company is now featuring their products in boutiques along the East Coast.