Between 2019 and 2024, Everyday Carry partnered with Manhattan Portage to design, validate, and launch the Atlas Sling across three major phases. What began as a crowdfunding experiment evolved into a refined product line carried by Manhattan Portage, supported by successive marketing campaigns that adapted to vastly different business and creative constraints.
My Role
Co-concepted product design and positioning with Manhattan Portage, bringing enthusiast credibility to the bag category.
Crafted messaging and campaign strategy across each phase: crowdfunding validation, lean lockdown launch, and full-scale 360° campaign.
Produced content for editorial, newsletters, video, static and shortform social, and influencer outreach.
Coordinated timing and cross-posting between Everyday Carry’s channels and Manhattan Portage’s official platforms.
Key Links & Artifacts
Phase 1: Indiegogo Launch (2019)
Objective: Validate product-market fit for a compact, modular sling bag tailored to EDC and tech users.
Strategy: Tap Everyday Carry’s audience for early adoption; position the sling as the “ultimate bag for organized gear.”
Execution: Indiegogo campaign page, launch emails, editorial features, and social amplification.
Results: ~$26,000 raised from 300+ backers/customers (public Indiegogo totals), proving demand and generating community feedback that informed V2 improvements.
Phase 2: Atlas Sling V2 (2020)
Objective: Relaunch with improved specs and broaden reach beyond initial backers.
Strategy: Adapt to COVID-era constraints by producing campaign content in-house, leaning heavily on Everyday Carry editorial and social channels.
Execution: Self-produced photography, video, editorial post, newsletter series, IG static and stories.
Results: Launch Aug 11; 60% sell-through in first 5 days, 80% by Aug 30, confirming sustained demand and successful spec revisions.
Phase 3: Atlas Sling Pro (2024)
Objective: Scale the product line into Manhattan Portage’s broader retail catalog and create a new hero SKU.
Strategy: Full 360° campaign combining EDC editorial authority with Manhattan Portage’s brand distribution. Integrated PR, influencer seeding, PDP assets, and multi-platform content.
Execution: Coordinated launch posts on both EDC and Manhattan Portage sites, newsletters, YouTube content, shortform video, static assets, and press outreach.
Results / Business Context: While full sales figures aren’t public, the Pro was commissioned due to V1 and V2’s best-seller performance, and to introduce Green Label materials (recycled CORDURA® nylon) and tablet-friendly capacity. The Pro positioned the Atlas line as a flagship within the catalog.
Impact
Demonstrated end-to-end collaboration from crowdfunding to retail scaling over five years.
Validated community-driven product development as a viable strategy for global brands.
Proved versatility: adapting creative ops under resource constraints (V2) and executing robust cross-platform campaigns (Pro).
Lessons Learned
Crowdfunding is an effective way to de-risk product concepts while generating valuable community insights.
Lean, self-produced content can sustain launches when resources are limited, though cross-team campaigns create stronger amplification.
Long-term collaborations benefit from consistent narrative and community trust built across multiple phases.
