The Challenge

Brand guidelines and identity system

We created brand guidelines and the identity system, which uses flexible colors to evoke the custom artistic nature of the product line.

Photoshoot

To help fuel our marketing efforts, we organized a photo shoot around one of the Custom CamelBak partners. Capturing their story helped create a series of assets which were deployed across the marketing experience and advertising.

Wireframes

To tell the Custom story, we created wireframes to outline the experience, messaging, and content needs, as well as provide greater detail around the product itself. Wireframes were then skinned into visual prototypes and later populated with final assets from the shoot.

LinkedIn Ads A/B testing

A series of ads were written, designed, and A/B tested on LinkedIn. These ads were deployed with an awareness, consideration, and conversion strategy, targeting the same users numerous times. These ads outperformed the competition by an average of 42% in VTR and Completion rates, ultimately resulting in new sales for the category.

We also created a sub-campaign hyper-targeted at wellness program managers during the new year. Leveraging the same framework, we shifted our content to this new time-specific audience.

We leveraged LinkedIn’s beta video platform thanks to industry contacts, learning valuable industry insights.

Visuals

Created a branding framework, completed a photoshoot, and conducted a targeted New Year’s campaign to further extend reach and deliver valuable industry insights.