FluidStance asked us to help hone their brand messaging and define their unique consumer personas. We jumped in and worked with the leadership team to orchestrate interviews and qualitative analysis, then wrote the five resulting personas in a detailed “review-style” format.

We then utilized our findings and worked with the broader team to set a north star for their website, and live up to the brand promise that came out of our strategy work: The concept of FLUIDITY.

We also designed the site, created guidelines for product and lifestyle photography, as well as sample copy and guidelines for ongoing copy development by the internal creative team.

” Beyond Smith&Co’s deliverable of the creative asset, their communication throughout the project is second to none. We were looking for someone that could give our website a shot in the arm after 1,000 paper cuts of tweaks in the spirit of conversion. Dustin was able to bring back a level of synergy to the site and worked in collaboration with our need to not only have a site that looked good, but still converted. This seems obvious, but sometimes it can get lost in website branding projects.”

— Joel Heath, Founder FluidStance

Below are a few samples of the “Shop all” and product pages, but the best way to experience the site is to click here.

Services: Web design / Design / Copywriting / Strategy
Client: FluidStance


Art Director / Creative Director / Outdoor Enthusiast / Artist / Husband / Father / Human Being

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