Every Little Counts, Inc. was a small and exclusive line of women’s t-shirts. Named after a song by the great band New Order, and influenced by everything from French Yeh-Yeh to Charlottle Rampling, Catherine Deneuve to PJ Harvey, Every Little Counts was begun as a way of making simple, clean and elegant designs and graphics for a very specific girl. As co-founder, I developed an e-commerce site that also strove to connect the consumer with our story and our influences. Users could buy the products, view our blog read our story and experience the brand. The design emphasis continued the brand look; passionate romanticism paired with a cool, reserved execution.