01 — Brand Identity
Who We Are
The real American story: grit, pride, and reliability.
We make damn good boots for people who build everything else. Our world is crews, jokes, hard work, and showing up.
Everboots was built on a promise — one Greg made to his father: build something better. His dad named his company "Remember Your Promise." That's now stitched into every Everboot.
Every product is that promise kept: quality, respect for workers, fair prices, no B.S.
Three Brand Pillars
1
We Know Boots
Welt-stitched construction (not glued). Family shoe-making expertise. Built to last, not built to replace.
2
Serious About Comfort
EverFit™ shoe lasts engineered for fit even between sizes. Comfortable right out of the box. No break-in period.
3
Field-Tested, Work-Ready
Proven at construction sites, warehouses, and hardworking industries. They're not just boots — they're equipment you can trust.
Target Customer
- —Male, 28–55, blue-collar and working-class
- —Construction, warehousing, landscaping, delivery, trades
- —On their feet 8–12 hours a day — comfort isn't optional
- —Researches before buying, reads reviews, asks the crew
- —Price-conscious but not cheap — values durability over savings
- —Brand loyal once trust is earned
- —Hispanic and multicultural workforce skews strongly toward the brand
02 — Customer
Who We're For
- People who work with their hands and lead with their word
- On their feet all day — construction sites, landscaping, delivery, hauling
- Buy smart, ask around, research before they purchase
- Brand-loyal once trust is earned — they stick with what works
- Crews, families, weekend warriors, makers
Our customers aren't hype shoppers. They're loyal workers who test with wear — not trends.
What They Need
- Boots that last, feel good, and don't mess around
- Fair price for real quality — no premium tax, no B.S.
- A brand that respects the work, not just the lifestyle
- Comfort from day one — not after a month of breaking in
- Gear they can recommend to their crew without hesitation
Built for the job. And what the job makes possible.
03 — Color Palette
Black
#000000
Primary — backgrounds, headlines, wordmark
Kraft
#B69781
Accent — warmth, humanity, highlight
Steel Blue
#4F738E
Secondary — supporting contexts only
White
#FFFFFF
Text on dark — clean, no effects
Do not use gradients. Do not add effects to the wordmark. Do not use colors outside this palette.
04 — Typography
TOUGH AS EVER
Bold, condensed, all caps. No letter-spacing adjustments. This font IS the brand's visual voice.
Shoe-making runs in our family. We put our years of experience into each boot we make and take pride in making things the right way. Everboots are welt-stitched — making them water-resistant and harder-wearing day after day.
05 — Logo & Wordmark
EVERBOOTS
Built for the job — and what the job makes possible
Do
- Use the wordmark in black on white/off-white backgrounds
- Use the wordmark in white on black or dark backgrounds
- Maintain consistent letter-spacing — never track out or compress
- Use Druk Condensed Super or Anton as the digital wordmark substitute
- Give the wordmark clear space equal to the height of the "E"
Don't
- Add drop shadows, outlines, or emboss effects
- Use the wordmark in Kraft, Steel Blue, or any off-brand color
- Stretch, condense, or skew the letterforms
- Place on busy photographic backgrounds without a solid overlay
- Use lowercase or mixed case — the wordmark is always all caps
06 — Voice & Tone
WARM
GROUNDED
REAL
PROUD
NO B.S.
WITH HUMOR & HUSTLE
We Do This
- Direct with heart — say it plain, mean it fully
- Sound like someone you'd trust to recommend a boot and help you move a couch
- Speak like the crew: grounded, warm, sharp-witted, real
- Talk about hard work with pride and humor
- Mix respect with straight talk. A joke. Maybe a word in Spanish.
- Practical over poetic — but still hit you in the feels
- Respect the work. Don't romanticize it.
We Don't Do This
- Sound solemn or stoic
- Try to sound luxury, premium, or elevated
- Write poetry — we write copy
- Romanticize the grind without actually respecting it
- Use jargon that a site manager wouldn't say out loud
- Pad headlines with unnecessary words
Not us
"We honor your craft with ours. Precision-engineered footwear for the discerning tradesperson."
Everboots
"Work hard. Make your family proud. Get a damn good boot without breaking the bank."
Not us
"Our artisanal Goodyear welt process speaks to our commitment to timeless quality."
Everboots
"While everyone else is gluing their boots together to save a buck, we're stitching ours. You'll feel the difference by lunch."
07 — Taglines & Headlines
BUILT FOR THE JOB — AND WHAT THE JOB MAKES POSSIBLE.
TOUGH AS EVER
BOOTS WORTHY OF THEIR NAME
BUILT TO BUILD
COMFORTABLY TOUGH
FOR THE WORK AHEAD
HARDWORKING BOOTS
EVERY BOOT IS A PROMISE KEPT.
08 — Tough As Ever Guarantee
TOUGH AS EVER
GUARANTEE
You can rely on these boots.
We'll put our money on it.
We will 100% cover your purchase if in the first 90 days:
- The outsole begins to come apart
- The leather rips due to normal wear and tear
- The upper and outsole begin to separate
Language intentionally says "begins to" — not "falls apart." This frames it as hard-work damage, not poor craftsmanship. Never imply the boot is expected to fail.
09 — Photo Guidelines
Everboots photography is gritty, grounded, and honest. Every frame should feel like it was taken on a real job site or in a real person's life — not a studio. Shoot the boot as equipment, not jewelry. Let mud, wear, and real environments do the storytelling. The best Everboots photo makes a construction worker say "that looks like my boots."
Product Photography
Do
- Clean studio on white or off-white — let the boot speak
- Shoot pairs at a 3/4 angle to show silhouette and sole
- Include a detail shot: welt stitching, toe cap, heel construction
- Show multiple colorways side by side for variant clarity
- Consistent lighting across all SKUs — same light position, same distance
Don't
- Shoot on colored or patterned backgrounds
- Over-retouch — small scuffs and texture are part of the product
- Crop out the sole — it's a key selling point for work boots
- Shoot at eye level; slight elevation shows the whole silhouette better
Current Product Range
Lifestyle & On the Job
Do
- Real job sites — concrete, mud, gravel, sawdust, grass
- Real workers: diverse, weathered hands, work-worn clothing
- Show the boot in context — mid-stride, climbing a ladder, steel toe forward
- Ground-level and low-angle shots make boots the hero
- Capture the end of the day: a tired crew, dirty boots, the sense of a job done
- Natural or overcast outdoor light — warm golden hour when possible
Don't
- Use models who look like they've never worked a job site in their life
- Stage overly clean or "magazine" environments
- Shoot the person's face as the hero — the boot is the subject
- Use cool, blue-toned color grading — everything should feel warm and earthy
- Include branded workwear unless it's a collaboration — keep branding subtle
Lifestyle Reference
Color & Tone
Do
- Warm, earthy tones — browns, tans, amber, khaki, raw leather
- True-to-life color — the boot should look exactly as it arrives
- Slightly warm white balance indoors; natural balance outdoors
- Embrace grain and texture — don't over-smooth in post
Don't
- Heavy Instagram presets or moody desaturation
- Cool or teal color grading — nothing should feel cold
- Over-sharpen edges or add clarity/texture sliders in excess
- Manipulate product color — brown boots must look brown, not orange
Photo Specs
Product Listings
- Shopify: 3:4, optimal 2048×2730px. Max 20MB, aim for 100–300KB.
- Amazon: 1:1 required for main image, min 1000px on longest side. Pure white background (#FFFFFF). No watermarks, no props on main shot.
- File format: JPEG (preferred) or PNG, sRGB color space
- Color-calibrated against a ColorChecker reference card
Shopify Site
- Hero: 2560×1440px desktop, 800×1200px mobile
- Banner: 2048×1024px, up to 2500px wide for full-bleed
- Thumbnails: 600×600px, 1:1 (Retina-ready)
- Optimal file size: 100–500KB. Max 20MB.
Social Media
- Instagram Feed: 4:5 preferred, 1080×1350px. Grid now displays 3:4.
- Instagram Reels / TikTok: 9:16, 1080×1920px. Leave bottom 1/5 clear for captions.
- TikTok video: MP4 preferred (H.264, AAC), max 287MB (iOS).
- Facebook: 1:1 for feed posts, 1200×628px for link shares.
Amazon A+ Content
- Module images: 970×600px or 300×300px depending on layout
- Brand Story header: 1464×600px
- Comparison chart: max 5 products, 250×250px per image
- No hard minimum, but min 72 DPI. Recommended 150–300 DPI.
10 — Social Media Direction
11 — Content Pillars
01
From Heel to Toe
Detail shots of boot construction, stress tests, craftsmanship. Show the work that goes into the boot before it ever hits a job site.
Detailed · Meticulous · Quality
02
On the Job
Real workers in real conditions. Mud, sparks, dust, rain. Everboots at work in all terrains — making workers feel badass for being part of the family.
Gritty · Tough · Dirty
03
Off the Clock
Weekend warriors, family, the outdoors. Everboots don't clock out. Hikes, home projects, yard work — balance the toughness with heart.
Recreational · Supportive · Active
04
Made for Makers
Customer UGC and DIY project features. Submit your best handiwork, get a shout-out. Makers support makers. Local craftsmen, contractors, creators.
Uplifting · DIY · Community
05
Site Manager
Spotlight series. Intro (name, hometown, years of experience), pro tips, boot recommendation, crew philosophy. Testimonial in human form.
Spotlight · Safety · Testimonial
Content
Tone
Format
Content
Tone
Format
Content
Tone
Format
A+ Content
Copy Tone
Reviews