Art Direction

What Iverywhere is

"The quiet luxury of traveling well, together."

Iverywhere is a global family-travel house, not a store. Our creative spirit comes through light, scale, emptiness, and the wordmark used like an object — never loud color or clutter. Negative space is the primary material; a few exceptional photographs carry each page. The brand's confidence shows in what we leave out.

Palette

Canonical brand palette (R2) — print & production spec

The brand-identity trio, locked in the R2 Pantone Draft (June 2024). These are the matching values for print, packaging, and production.

• Exclusions — no black as a brand color (Brunswick plays the dark anchor; black exists only as a production fabric color) and no pure white (Ivory is the off-white; pure white only where technical constraints require it, e.g. embroidery thread).
• R2 (3 colors) supersedes R1 (5 colors, incl. Slice) — see the team wiki decision record.

Everything below is the photography & grading palette — the digital/web working palette (screen surfaces, tints, and text inks derived from the trio). It is distinct from the brand-identity trio above and never replaces it.

The existing Iverywhere brand palette — nothing new. Atmosphere comes from photography and ivory, not a UI accent — across the full range of travel light, warm or cool.

Usage budget — most of every screen is ivory air.

Typography

Display = Newsreader (warm, editorial; light weights, tight tracking at size). Labels/body = Lato, small and wide-tracked. Scale tension is a feature — pair very large with very small; avoid mid-sized "safe" type.

Photography

Every image obeys these — and the brand is unified by a single film-like grade, not by one climate; light is always true to the place, warm or cool.

• One unified grade ties it all — a single matte/lifted/muted film treatment is the only constant; it's what makes Copenhagen, Amsterdam, Sydney and the Mediterranean read as one brand, never a shared climate.
• Light true to the place, warm OR cool — we are not a sun-drenched Mediterranean brand. White-balance to the real light: warm Lisbon coast, cool filtered Copenhagen, flat overcast Amsterdam, bright coastal Sydney harbour. Honor the place, then apply the treatment.
• Negative space inside the frame — empty sky, water, wall or horizon in every climate; people often small within a big scene.
• Candid family-as-muse — mid-motion, real, unposed (kids on the travel mat by a canal, a parent in a sun hat on a small boat); never stiff catalog posing.
• One image per moment — heroes are a single photograph, never a collage; the location varies, the discipline doesn't.
• Crop tight or wide, rarely between — extreme detail OR an expansive scene; let the grade, not the geography, do the unifying.

Layout & negative space

A 12-column grid used asymmetrically. Generous margins. Deliberate scale jumps. Default off-center.

Motion & wordmark

Real + AI asset pipeline

1. Grade the real travel library into one family of looks — batch-process existing family/trip photos to a consistent, lightly faded editorial grade that respects each location's true light (warm or cool) so they still read as one set (see recipe below). Instant authentic atmosphere imagery.
2. Founding-family bootstrap shoot — a half-day DIY shoot with real product, art-directed to the photography rules, for launch heroes.
3. AI fills the gaps — generate location-true environments/sets across the brand's range (cool, overcast, bright, warm), still-life, and the occasional surreal prop; composite product into scenes (recipes below).
4. Garment fidelity — never let AI invent the product; keep the real garment pixels and only generate the world around them.
5. Pro shoot post-launch replaces bootstrap heroes when budget lands.

Grading recipe — make a folder look art-directed together

Target: ONE editorial film look across many climates. Adapt white balance to the place; keep the matte/muted treatment identical.

STEP 1 — Set white balance to the REAL light of the place (per image):
  Warm variant (Lisbon coast / Med courtyard): Temp +6 to +12, Tint +2 to +6
  Cool variant (Copenhagen filtered Nordic light): Temp -6 to -12, Tint -2 to -5
  Flat variant (Amsterdam overcast): Temp 0 to +3, Tint +2 to +4 (just lift the grey, do NOT force warmth)
  Bright-coastal variant (Sydney / Watson's Bay harbour): Temp +2 to +5, Tint 0, pull Highlights harder (see step 2)
  Rule: correct to what the eye saw on location. Warm stays warm, cool stays cool — never homogenize to gold.

STEP 2 — Apply the ONE consistent matte/lifted/muted treatment (IDENTICAL across the whole set):
  Exposure: to taste
  Highlights -15  (bright-coastal Sydney: -25 to -35 to tame harbour glare)
  Shadows +25 (lift)
  Whites +5 · Blacks +8 (faded)
  Clarity -5 · Texture -3 · Vibrance +6 · Saturation -6
  HSL greens toward Brunswick: hue -10, sat -8, lum +4
  Tone curve: raise the black point ~8% (matte lifted blacks)
  Grain: amount 12, size 20 (soft film)

Save STEP 2 as one master preset; apply to every image. Vary only STEP 1 per shot. A mixed-locale set then reads as one brand.

Six AI prompt recipes across the brand's real range of light — warm to cool, bright to overcast. Vary the locale; hold the grade.

AI recipe — Copenhagen, filtered Nordic light

A candid, mid-motion family by a still Copenhagen canal — or a spare design-museum courtyard of pale stone — caught in cool, filtered Nordic light: soft overcast with the faintest pale low-winter sun, muted and calm, light evenly diffused with no warm golden push. A parent and a young child wear coordinating Sloan vests in matte Olmetex nylon, one in ivy green and one in bone, unzipped and softly creased mid-stride as the child reaches up; framing is loose and unposed, with vast quiet negative space — flat grey water, bare stone, pale sky. Render it with a unified film-like editorial grade: lifted matte blacks, soft fine grain, low saturation true to the cool Danish day, color skewing gently cool toward deep ivy green, ink, and muted slate. One unhurried moment, either cropped very tight on the two of them or held very wide so the figures sit small in the calm.
--no golden hour, warm cast, sun flare, harsh shadows, blue sky, stiff catalog posing, eye-contact-to-camera, studio lighting, oversaturation, HDR, busy crowds, logos, text, watermark, multiple focal points, cluttered background

AI recipe — Amsterdam, flat overcast canal light

A candid, mid-motion family moment beside an Amsterdam canal on a flat overcast day, two young kids sitting cross-legged on a softly textured packable travel mat laid over old brick, mid-bite into melting gelato as one child glances up, a parent crouched nearby unhurried, with leaning bicycles, weathered brick, and still grey-green canal water filling the deep negative space around them. Light is diffused and shadowless under a high white sky, cool and true to the place — not golden, not warm — rendered in a unified film-like editorial grade with lifted matte blacks, soft fine grain, and muted tones that sit naturally beside Brunswick green, ivory, and soft sage. Frame it very wide so the small figures live low in a vast quiet expanse of pavement, water, and pale sky, the mat reading as the warm anchor of the scene. Real, unposed, gently imperfect — a single breath of a moment, never a staged catalog setup.
--no sunshine, golden hour, warm color cast, harsh shadows, blue summer sky, stiff posing, eye contact with camera, studio lighting, oversaturation, HDR, glossy retouching, busy crowds, text, logos, watermarks, props clutter, fake bokeh

AI recipe — Watson's Bay, bright harbour light

A candid, wide editorial photograph at Watson's Bay, Sydney: a parent sits on the open back deck of a small ferry or motorboat mid-motion, one hand steadying a woven-brim sun hat as the breeze catches it, slim sunglasses on, glancing off toward the water rather than the camera. Frame them small and low against an enormous bright sky and a vast sparkling harbour, leaving generous negative space; let the true coastal light read clean and luminous — high-key but never blown out, with crisp glints on the chop and natural mid-day color, neither forced-golden nor cold. Apply a unified film-like grade: lifted matte blacks, soft fine grain, gently muted saturation, palette quietly aligned to deep ivy-green, ivory, ink and muted sage. One unposed moment, tight on nothing — let the air and the water carry the image.
--no golden-hour warmth, orange teal grade, studio posing, eye contact stiffness, harsh blown highlights, oversaturated tropical blues, lens flare, props clutter, logos, text, watermark, HDR, plastic skin, busy background, crowds

AI recipe — Lisbon, golden-hour Mediterranean coast (one of many, not the default)

A warm Mediterranean coast outside Lisbon at golden hour, mostly empty frame — a parent and small child walking unposed along a sun-faded stone seawall, caught mid-stride as the child reaches up, the parent in a sand-colored Olmetex nylon Sloan vest worn open over a plain tee, its matte quilting catching the low raking light. Shoot very wide with the family small and off-center in vast negative space, the pale sky and bleached harbour stone doing most of the work. Grade it like film: lifted matte blacks, soft grain, muted and honeyed but true to the place — warm, never garish or oversaturated. Colors should sit naturally with a quiet, restrained palette of sand, stone, and faded green.
--no studio lighting, harsh midday sun, neon or saturated colors, stiff catalog posing, direct eye-contact to camera, logos, text, watermarks, multiple competing subjects, busy clutter, HDR, oversharpening, fake bokeh, plastic skin, heavy vignette

AI recipe — rainy European morning, filtered grey light

A candid, wide editorial photograph of a young family crossing a rain-wet cobblestone street on a soft overcast European morning, caught mid-step and unposed as one parent steadies a small child over a puddle. The parent wears an ivy-green quilted nylon vest layered over a fine bone-cream sweater, the vest open and natural against the cold, damp air. Light is flat and diffused under a grey sky — cool, true-to-place, never golden — with silvery reflections shimmering on the wet stone and vast empty negative space of quiet shuttered street stretching above and around them. Render with a unified film-like grade: lifted matte blacks, soft fine grain, muted desaturated tones skewing gently cool, color honest to the rainy morning.
--no sunshine, golden hour, warm orange tones, harsh shadows, blue skies, stiff catalog posing, direct eye contact to camera, logos, text, watermarks, oversaturation, HDR, clutter, busy crowds, studio lighting

AI recipe — product still-life, soft neutral daylight

An overhead still-life on a creased ivory linen surface: the folded Sloan vest in ivy-green Olmetex nylon, its quilted seams and matte technical sheen reading true, set just off-center with a natural straw sun hat and a pair of matte-frame sunglasses casually overlapping its edge, as if recently set down rather than arranged. Light is soft, even, slightly cool neutral daylight from a north-facing window — no golden warmth — falling across the objects with gentle directional shadows and the faint texture of the linen weave. Compose with vast empty negative space filling most of the frame, the grouping anchored low and to one side, breathing room everywhere else. Grade it film-like and muted with lifted matte blacks, fine soft grain, and a restrained palette of deep green, ivory, and soft sage — quiet, editorial, true to the materials.
--no harsh shadows, golden-hour warmth, saturated colors, busy props, text, logos, watermark, people, hands, cluttered styling, glossy plastic look, HDR, oversharpening, studio seamless backdrop, perfect symmetry

Do / Don't

The homepage, worked out

The system applied end-to-end — now with real frames from your travels (Como · Sydney · Amsterdam).

Sets · Mom · Kids · Travel IVERYWHERE Search · Bag

Est. 2026 · Detroit, Michigan

Made for families
who move.

Coordinating travelwear for the long way to breakfast.

Watson's Bay — the whole crew, one palette.

Pack
light,
go far.

Six pieces, one palette. Olmetex nylon, milled in Como — folds to nothing.

01

The Sloan Vest

Ivy green · Olmetex · Como

One palette.
The whole family.

Cut from the same cloth, sized for everyone.

Iverywhere

Wear for families on the move