Everywhere Apparel Case Study: Building One Brand for Two Audiences

Brand DNA Workshop, Visual Identity & Brand Guidelines

A Partnership with ACV Consulting  |  2021

Published: September 30th, 2026.

This Everywhere Apparel case study explores how ACV Consulting developed brand identity guidelines and a visual identity system to help the sustainable apparel company communicate consistently across B2B and B2C audiences.

The Challenge

Everywhere Apparel launched in 2020 with a mission that was genuinely ahead of its moment: 100% recycled cotton apparel, carbon neutral, GRS-certified, made in the United States. The product was differentiated. The challenge was the language.

The brand operated across two very different audiences - B2B wholesale buyers evaluating supply chain credibility, and B2C conscious consumers evaluating authenticity. Without documented brand identity guidelines, the risk was producing materials that felt like two different companies. The brand needed a documented DNA that could flex across both audiences without losing itself.

A brand with two audiences and no documented foundation will tell two different stories.

The Solution: Brand Identity Guidelines and Visual Identity

ACV led the founding team through a Brand DNA workshop to surface, organize, and document the brand's core identity - moving through purpose, values, points of difference, archetype, personality, and brand promise. What emerged was a brand personality that held the tension between technical rigor and transformational optimism that defined everything Everywhere stood for.

With the DNA complete, ACV developed a full visual identity system - a distinctive color palette, typography, icons, brand patterns, and QR code integration - extending identity standards all the way to physical product tags and sewn-in labels.

A redesigned website, calibrated to the B2B wholesale voice, brought the new identity to life at the brand's primary digital touchpoint. Comprehensive brand identity guidelines gave the team and all external partners a single authoritative reference.

The Results

The engagement delivered:

• A completed Brand DNA Pyramid capturing purpose, values, points of difference, archetype, personality, and brand promise.
  
  
• A redesigned logo and comprehensive visual identity including a five-color palette, typography, icons, patterns, and QR code guidelines.
  
  
• Brand guidelines covering all approved color combinations, lockup rules, typography standards, and brand tag specifications.
  
  
• A redesigned website calibrated to the brand's B2B wholesale voice.

Key Insight

Brand identity guidelines are not a creative constraint. They are the shared language that lets a team move faster, work with external partners more confidently, and grow without losing the thing that makes the brand worth growing. 

For a brand with two distinct audiences, that shared language is not a nice-to-have. It is what makes both channels feel like the same company.

The inside and the outside need to be built to match.

ACV Consulting | Leadership. Innovation. Purpose.