Challenging the hyper-masculine imagery of the beard oil brands emerging in 2015, Michael collaborated with Anwar to give Urban Nomads a presence steeped in working-man nostalgia and self-indulgent luxury. Historically, beards have been a symbol of pride, a reflection of wisdom, and an expression of individualism. At the time, beards were just beginning to emerge alongside hipster coffee shops and a craftsmanship resurgence, a far cry from the ubiquity they enjoy today.
Anchored by the skull bone logo Anwar had a hand in crafting, Michael helped refine the design with improved sideburns and a new hairline. Tasked with creating lifestyle images, he enlisted studio contractor James Jackman to capture images set on carpenter desks, vintage medicine cabinets, raw sun-kissed wood, and sleek grand pianos. Accompanying these photographs, Michael captured flat white imagery for Amazon alongside ingredient-specific sets letting shoppers smell before they bought.
On social media, the team collaborated with Anwar to capture the heart of Urban Nomads with the catchphrase “Enjoy Your Nature”. The mantra nods to the natural ingredients used in the products, adventure-seeking persona of the beard wearer, and self-actualizing process of embracing an (at the time) stigmatized beard identity. Imagery sourced from the Library of Congress peppers their online social presence to inspire the beard-wearing pride men have enjoyed for ages.
Armed with the potent mission of helping men everywhere embrace a decadent form of self care, Michael curated a series of over 300 images on Instagram. Furthermore, an Amazon-fulfillment-enhanced Shopify website was created to increase sales and quickly bring the brand to the Best Sellers list for three separate categories in under a year. With this foundation of success, Urban Nomads continues to enjoy 5 star sales to this day as one of the most profitable beard oil and wax manufacturers in the heart of Spain.