What this folder is
This folder holds the small set of documents that define what Iverywhere is — the things that don't change session-to-session or quarter-to-quarter. Customer identity, brand voice, positioning, and the rules of the road.
The rule: before any decision on product, fabric, pricing, copy, photography, hotel partnership, or influencer outreach, the relevant foundation doc should be the first read. If a proposed decision conflicts with what's in here, the default is to defer to the foundation — not to override it. The foundation is the constant; everything else is the work of executing against it.
Exploratory and operational documents (state of business, pricing strategy, business plan, etc.) live one level up at /iverywhere/ and reference these.
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. Iverywhere's job is to make that performance easier — and ideally to be the secret the customer would never tell anyone, because "oh, I just had this lying around" is the highest compliment.
Documents in this folder
The target ICP. The Shopbop-shopping, Hill House Home–aspirational mom who takes one or two real trips a year at $500–1,200/night and is performing put-togetherness for her own Instagram audience and her own peer comparison set. Pain points ranked, comp-set calibrated, brand voice rules defined, hotel co-marketing tier set, anti-patterns named. Every other foundation document descends from this one.
How Iverywhere sounds. Five voice pillars (plainspoken, observational, knowingly warm, confident-never-braggy, gently funny). Words to use vs. avoid, organized for quick reference. Tone references explained (Cup of Jo, Hill House Home, Doên, Sézane, Tuckernuck). Writing rules. Before/after examples for every channel — homepage hero, product card, product page, email subjects, welcome email, abandoned cart, social, trip guide opener, customer support, press/About. Common patterns that work, anti-patterns called out. Sourced from Haley's documented elevator pitch and the foundation; flags Drive-doc-mining as the v2 path.
BRAND_VISUAL_SYSTEM.html
planned
Visual identity rules — color palette (ecru / butter / sage / terracotta / soft navy / sea-glass), fabric standards, photography references, typography, wordmark usage. Sits alongside the existing Iverywhere Brand Guidelines.pptx deck and supersedes it for any conflict.
Where Iverywhere sits vs. the comp set. Hill House Home / Doên / Sézane as the aesthetic spine. Pink Chicken / Roller Rabbit as direct family-coordinating competitors with explicit differentiation ("tonal, not matchy"). PatPat / Carter's / Disney / Babiators / Patagonia named as foils. The single "sits where" sentence the brand should be able to repeat on demand.
PRODUCT_PRINCIPLES.html
planned
The rules every Iverywhere SKU passes — natural fibers, tonal palette, parent + child coordination through same-fabric-different-cut (not matching sets), no logos visible from a distance, no character collabs, anti-pattern list. The product-side companion to the brand-voice rules.
How to use this folder
- Before launching a new SKU: re-read CUSTOMER_RESEARCH_TARGET.html sections 4 (pain points) and 5 (comp set). Then PRODUCT_PRINCIPLES (once it exists).
- Before writing any customer-facing copy: re-read CUSTOMER_RESEARCH_TARGET section 7 (brand voice). Then BRAND_VOICE (once it exists).
- Before approving a photo shoot: re-read the visual references and palette. Then BRAND_VISUAL_SYSTEM.
- Before pursuing a hotel partnership: re-read CUSTOMER_RESEARCH_TARGET section 6.
- Before paid influencer outreach: re-read CUSTOMER_RESEARCH_TARGET section 7 (marketing channels) and the named influencer cohort.
- When anyone joins the company: read this folder first, in order, before anything else.
Versioning & updates
The foundation should change rarely and deliberately. The whole point of a foundation is that it doesn't shift week to week. When a foundation doc updates, the cadence is:
- Update the version line at the bottom of the changed doc.
- Add a one-line "what changed" note at the top of the doc.
- Update this INDEX.html if the change affects the brand promise or the cornerstone framing.
- Update STATE_OF_BUSINESS.html if the change affects operational planning.
These live one level up and feed into / consume from the foundation:
- CUSTOMER_RESEARCH.html — broader parent-travel-market exploration. Feeds context, not directives.
- CUSTOMER_RESEARCH_LUXURY.html — Aman / chubbytravel overshoot. Reference for the rare luxury edge case; not the default.
- SURPRISE_AND_DELIGHT.html — luxury free-with-vest gifting concepts. Downstream of CUSTOMER_RESEARCH_TARGET.
- STATE_OF_BUSINESS.html — operational state of the company.
- BUSINESS_PLAN.html — strategic plan. Should be rebuilt around the foundation (next).
- PRICING_STRATEGY.html — per-SKU pricing analysis. Should be re-validated against the foundation's brand altitude.
Brand-Foundation Index · 2026-05-23. The most important folder in the directory. Read first.