BRANDING PRINT WEB

EZFLAG

Longtime restaurant General Manager, Caleb, saw a need for an automated, respectful flag subscription service. He noticed that the mental energy was high on management to respectfully fly a U.S. flag, replace it when necessary when it’s flown outdoors, and retire the previous flag. Veterans would often complain, understandably, when it was fraying before being replaced quickly enough. And the burden of properly retiring the previous flag was extremely inconvenient for the average general manager who works typically long hours. He enlisted my help for his branding and web design when he started his business in 2024.

BRANDING

Campaign goal: create a brand mark that appeals to managers with purchasing power for the target demographic.

He wanted something crisp and airy, without losing the masculine and utilitarian aura typical of brand design in the supplier industry for restaurants and other businesses that would be his target dem. We chose a bright, fresh electric blue as opposed to the traditional dark blues, greys and greens in the supplier industry. But we did pair it with a dark charcoal and a nice, thick sans serif font in uppercase format. The combination evokes modern and innovative while still being utilitarian and masculine.

Logo for ezFlag. Bright blue text that says "EZ" followed by a black rectangle with white text that that reads "FLAG"

PRINT

I’ve made a few print graphics for Caleb, but I’ve chosen to feature his business cards below (with his permission).

someone handing a business card for ezFlag to someone else. The card reads "We think about your flag, so you can think about everything else."
Ezflag business cards. One side is blue and has the logo and contact info for Caleb Jones. The other side is white and has black text and a QR code.

WEB DESIGN

The campaign goal was to
1. drive traffic to the website with effective SEO and
2. convert that traffic to sales
3. minimize email queries and answer customer questions on the website.

I spent a considerable amount of time on the landing page and the listings. When the website first launched, Caleb was getting a lot of emails and questions asking how much the flags were, how to purchase, etc. After our overhaul of the landing page and the listings page, the number of people reaching out confused was successfully lowered to zero after 3 months. We are, as of September 2025, still revising his listings and monitoring his analytics.
His business is growing every month.

Because of the sensitive nature of Caleb’s business (U.S. flags), I also spent a great deal of time on the copy for the website. The phrasing needed to be relevant and compelling, but respectful and appropriate. Caleb communicated that most GMs end up replacing their flags when the patrons who are Veterans let them know the flags are fraying or torn, and that his business was a solution to that problem. I also needed to assume that many GMs and patrons of EZFlag would also be Veterans or know someone who is or was. My aim (and Caleb’s) was to make sure that everyone who came across EZFlag felt respected.