A four-pillar digital transformation turning an unprofitable DTC channel into a scalable, margin-positive business.
GROWTH THAT OUTPACED PROFITABILITY
Founded in 2004, Bern Helmets designs helmets for cycling, snow sports, and urban riding. The brand built its reputation through specialty retail partners like REI. In 2020, pandemic-driven shifts accelerated e-commerce demand — but the direct-to-consumer channel remained unprofitable, revealing foundational gaps in the digital operation that required a comprehensive strategic reset.
The early DTC infrastructure wasn't built for profitable scaling. Limited organic search visibility, below-benchmark conversion rates, low average order value, and unsustainable paid media acquisition costs meant that revenue growth would continue to outpace profitability without structural improvements across every layer of the funnel.
strategy to execution
E-Commerce Optimization
Site re-engineered to reduce friction, improve performance, prioritize high-impact products, and integrate accessories — driving both conversions and average order value across all traffic sources.
Marketing Funnel Efficiency
Advanced remarketing workflows segmented by engagement and behavior, achieving a 70% reduction in social ad spend while maintaining assisted conversion volume.
Custom SEO Program
Tailored strategy that expanded organic visibility, increased owned keyword rankings, and accelerated search-driven revenue — growing SEO revenue 190% and overall search visibility 400% in year one.
Promotion Rationalization
Long-running promotions evaluated and sunsetted where margin impact outweighed performance benefits — improving profitability without sacrificing volume or brand positioning.
“ICVM Hawk nailed our brand — action-driven, community-rooted, and built for the people who wear our helmets. The site feels as authentic as what we make.”
ThayerMahan
Professional-services-grade platform for a Navy-founded maritime intelligence firm. Translating deep technical systems into market credibility.
Sadis & Goldberg LLP
Digital platform for a firm that launches 80+ private funds annually and serves clients across 21 countries. Sharp, confident, built for institutional evaluation.
Roberts & Holland LLP
Third-generation website for the U.S.’s largest tax-focused law firm. sophisticated, restrained, and built to reflect 60 years of earned authority.
Resolve Marine
Digital repositioning for a nine-figure global maritime leader. Reframing a family-founded company as a credible, global authority.
Kirby McInerney LLP
Brand strategy and website redesign for a litigation firm that has secured billions in client recoveries. Sharp, sophisticated, built for national standing.
Kean Miller LLP
Full brand repositioning and digital overhaul for one of the Gulf South’s leading regional firms. New positioning, new identity, new website.
insights
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