The project included the creation of the brand guidelines and identity system, UX of the Custom experience, and managing a marketing campaign across LinkedIN. This included a photo shoot, design, and ad management on LinkedIn, plus access to their beta video ad platform.

The first part of this campaign investigated the identity and naming of this product line. We created brand guidelines and the identity system, which uses flexible colors to evoke the custom artistic nature of the product line.

To help fuel our marketing efforts, we organized a photo shoot around one of the Custom CamelBak partners. Capturing their story helped to create a series of assets which were deployed across the marketing experience and advertising. The below set of graphics was part of the photo teams creative brief to make sure our images would work across all digital mediums.

To tell the Custom story, we created wireframes to outline the experience, messaging and content needs. These wireframes also went into greater detail around the product itself.

Wireframes were then skinned into visual prototypes and later populated with final assets from the shoot.

A series of ads were also 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 were also able to leverage LinkedIn’s beta video platform thanks to industry contacts, learning valuable industry insights.

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