I had the privilege of leading the design and art direction for CamelBak’s annual e-commerce holiday campaign, which spanned from October through January. My creative vision brought to life a playful concept featuring nostalgic wrapping paper with outdoor activity stamps and ribbon and bows crafted from CamelBak product materials. This extensive campaign required the development of hundreds of assets across organic and paid media, email, digital advertising, and the CamelBak website.
My strategic approach and design execution resulted in remarkable outcomes: a 21.5% increase in revenue, a 19.6% rise in traffic, and a 32.2% boost in orders. These results exceeded corporate benchmarks and demonstrated my ability to thrive in a competitive market while delivering impactful design solutions.
Visual Consistency: Icons that Drive Engagement and Sales
A cornerstone of the campaign was the creation of a distinctive set of icons representing CamelBak’s diverse product categories. Designed to be visually striking and easily recognizable, these icons ensured a cohesive and engaging experience across all campaign touchpoints. By enhancing brand consistency and simplifying customer navigation, these icons played a critical role in driving higher engagement and conversion rates, ultimately increasing customer satisfaction and sales.
Creating Consistency with a Dynamic Style Guide
To maintain visual coherence throughout the campaign, I developed a living style guide that served as a foundational design system. This dynamic guide was essential for ensuring a unified brand experience and provided stakeholders with a reliable resource for presentations and communications. By streamlining design processes and enhancing collaboration, this style guide helped deliver a consistent and compelling brand narrative across all campaign elements, improving overall efficiency and impact.
Captivating Audiences with Motion Graphics
Incorporating motion graphics was vital for capturing and retaining consumer interest throughout the campaign. I developed multiple asset versions to represent various product categories, ensuring both diversity and relevance. To combat potential customer fatigue, we developed both static and animated versions of all assets and conducted A/B testing to optimize effectiveness. This strategic approach not only maintained viewer engagement but also allowed us to deliver the most compelling content, enhancing customer interaction and driving higher conversion rates.