I+CLIP
PREVIOUS
NEXT
The Mission: Keep Core German Audiences and Attract U.S. Sales/Interest in a new market.
2nd
Do an overall current branding etiquette guide to appease German/English like-audiences in men's wear. This target audience is assembled based on age in Facebook Ads, Interests, Men's Wear and additional social sports.
1st
First step was to bring out brand awareness in American since It has been briefly established in Germany.
There were steps that needed to be conquered steps on how to appease both audiences and showcase a Men's wallet in unique ways most many have never heard of or carried.
3rd
After new campaign content ideas and yearly calendar is built the focus can shift in on Social Media as a means for profit via influencers or by co-partnering with live events. This included the Red Bull Air Races amongst Indiana Country stars.
Now It's Time To Merge
In order to successfully bring I-CLIP into the U.S. market we needed more photography and video assets to showcase I-CLIP in the best light. Whether that be from sports venues, social photography shoots, or getting 1st hand account on testimonials.
The focus became highlighting brand features, style and relevance amongst the Men' Wear industry.
We knew we had our work cut out for us, but branding and PR outreach were our next best best in order to streamline the process.
THESE ARE THE BIGGER PIECES WE NEEDED TO ADRESS WHEN MOVING FORWARD WITH BRAND CAMPAIGNS AND THE OVERALL AEATHETIC OF I-CLIP INTERNATIONALL.
MOST PRESSING TOPICS
MAJOR ISSUES WE FACED
ISSUE 01.
GERMAN HUMOR COULD BE MISINTERPRETED AND NEEDED A WHOLE REVISION OF ITS OWN WHEN IT CAME DOWN TO BRAND MESSAGING.
ISSUE 02.
PHOTOGRAPHY BUDGETS AND NEW CONTENT DEVELOPMENT OFTEN HAD DISAGREEMENTS OVER FUNDS/ TOPICS.
ISSUE 03.
THERE WAS A RELUCTANCY TO CHNAGE ENDS ON THE GERMAN TEAM WHEN IT CAME TIME TO COPY AND EXCITING IMAGERY/VIDEO CAMPAIGN IDEAS.
01
Source Inspiration for Photoshoot and Brand Content
We researched brands that have a similar aesthetic as well as influencers in the Men's fashion space who were making waves on Instagram and Youtube.
02
Gather Assets From Photoshoot & Red Bull Air Race
We then took our inspiration and implemented them in a successful photoshoot and filmed and gathered content at the Red Bull Air Race as well.
03
Create Site and Social Channels With Marketing Material
With these materials and new found branding for American audiences we then built our site on Shopify.
STEPS
MEET THE CLIENT: I-CLIP
A GERMAN WALLET DESIGNED
TO KNOW ALL OF YOUR BILLS, NOTES,
AND CARDS. WHICH ARE SAFELY SECURE IN A SMALL AND DISTINGUISHED WALLET.
The Task
The brief given was to redesign the company’s website such that it incorporates American rebranding and enhances the overall experience of the site.
-
Create a site designed for American users to reach a new audience.
-
Rebuild the user journey when it came to finding and purchasing a wallet.
-
Make sure that the redesigned website is in line with the brand’s identity and guidelines.
-
Create brand awareness and new marketing material for I-CLIP.
Role: UX/UI designer & Marketer
Duration: 6 weeks
Team: Design lead, Head of Marketing, CEO and a Developer.
Tools: Shopify
PROJECT SCOPE
Our Inspiration
We looked for brands that matched our dapper aesthetic and focused on what types of brand messaging we wanted to employ. Some of the brands we researched for American audience inspiration were: Gear Patrol, Huckberry and GQ Magazine.
Content
Collection
Breakdown
Over
140+
Over 140+ assets were added to our content collection folders. This encompassed sourced influencer photos, photoshoot shots, and video content from the Red Bull Air Race.
GROWTH
60%
This created a 60% growth in brand awareness on social channels.
Influencers
50+
Over 50+ Influencers were sourced and agreed to continued content creation growth for I-CLIP.
Team
05
Our team for our first successful photoshoot only had 5 team members, However we acquired a ton of imagery and video to integrate for our site.
Photoshoot Duration
6
Our entire photoshoot duration lasted only six days and was shot in high business areas of San Diego, CA.
Customers
90-100%
From our research we found that our current customer base were 90-100% more likely to purchase another wallet after seeing the new content/site.
Site Creation: Shopify
Establish Site Goals
1. Sell I-CLIPS
2. Express Brand Identity
3.Highlight Customer Reviews
4. Grow online prescene
Utilize A Customizable Website Builder
Reiterate German branding guide book throughout site and added features to streamline the user flow experience in checkout.
Add Final Edits In HTML & CSS
This includes ideas for final pages to include and connecting a payment system.
Get Feedback
Finally, we asked our customers for feedback on what they wanted included on the site. This included more product reviews, shipping info and product features.
Key Takeaways
One of the main takeaways from this project was to educate myself further on how to iterate final designs with cultural differences. Understanding the difference between German aesthetic and American aesthetic was a valuable learning curve I can take on when I design for other cultures in the future.
I also found that learning more HTML and CSS to speak to developers more directly was a great insight for me as well.