The brand promise, in one line
Iverywhere makes family travel look like no big deal.
The customer is the dinner-party host who has it all together and makes it look effortless. The brand makes that performance easier — and ideally is the secret she'd never tell anyone, because "oh, I just had this lying around" is the highest compliment.
What this wiki is. A living set of the documents that define what Iverywhere is. Customer identity, brand voice, positioning rules, the strategic plan, and the gifting concepts that descend from them.
How to read it. Start with the Brand Foundation (cornerstone: CUSTOMER_RESEARCH_TARGET). It defines who the customer is and how the brand sounds. Everything else descends from it. When in doubt, the foundation wins.
How to edit. Each doc has a small "Edit on GitHub" link. Click it, edit in the browser, click Commit. Changes go live in ~30 seconds. Or pull the repo locally and edit + push the regular way.
Brand Foundation — the cornerstone
Read these first. Every product, copy, and marketing decision should pass through these before launch.
The entry point to the brand foundation. Explains what the foundation is, the rules for using it, and what changes when documents update. Read this if you're new to the team.
brand-foundation/INDEX.html
Who Iverywhere is for. The Shopbop-shopping, Hill House Home–aspirational mom who is performing put-togetherness for her Instagram peers. Persona detail, anxieties, JTBD, comp set calibrated, hotel co-marketing tier, anti-patterns named.
brand-foundation/CUSTOMER_RESEARCH_TARGET.html
How Iverywhere sounds. Voice pillars, words to use vs. avoid, tone references (Cup of Jo, Hill House Home, Doên, Sézane), writing rules, before/after examples for every channel — homepage, product, email, social, customer support, press.
brand-foundation/BRAND_VOICE.html
Strategy — the plan that descends from the foundation
The business plan, anchored on the foundation. Customer-facing sections lean on the cornerstone; operational sections describe execution truth.
Full plan. 16 sections from Executive Summary through Appendix. Anchored on the foundation customer; comp set calibrated against Hill House Home, Doên, Pink Chicken, Roller Rabbit; channel priority set to Instagram + Pinterest + Cup of Jo / Substack. Includes 12-month financial projection, milestones, and risk table.
BUSINESS_PLAN_v1.html
Tactical — what we ship alongside the product
Concrete artifacts that bring the brand to life in the customer's hands.
Seven luxury free-with-vest gifting concepts — lavender sachet, wax-sealed letterpress card, silk hair ribbon from vest scrap, brass monogram charm, handkerchief napkin trio, monogrammed luggage tag, linen pocket journal. Each with estimated landed cost, perceived value, materials, and reference products from real luxury brands.
SURPRISE_AND_DELIGHT.html
How to edit a doc
- Click the "Edit on GitHub" link next to the doc you want to change.
- You'll land in GitHub's web editor (it's like VS Code in your browser).
- Edit the file directly. The HTML is well-structured; you can find what you want with Ctrl/Cmd+F.
- Click "Commit" in the bottom-left. Add a short commit message describing what changed.
- The site auto-rebuilds in 30–60 seconds. Refresh the wiki to see your change live.
You can also pull the repo locally if you prefer working in a real editor — the repo URL is in the README.
Coming next
- BRAND_VISUAL_SYSTEM.html — visual identity rules, palette reconciliation, photography references. Needed before the June 11 Niki Marie shoot.
- POSITIONING.html — single-page positioning brief. "Sits where" sentence, foils, anti-patterns.
- PRODUCT_PRINCIPLES.html — every Iverywhere SKU passes these. Natural fibers, tonal palette, parent + child same fabric different cuts, no logos visible from distance, etc.
Wiki version 1 · last updated 2026-05-24 · access controlled by Cloudflare Access (Gmail login required)