I collaborated with Cervello's marketing team to structure and develop the 30-Day Fitbit Challenge. This collaboration continued as we worked to refine and iterate over a three month period. During that time, I led the design of all print and packaging materials and also designed and developed the campaign's web components.
Marketing • Copywriting • Ad Design • Packaging Design
Icon Design • Wireframing • UI Design • Front End Dev
Cervello is a professional service firm specializing in data management and business analytics. They approached me with the idea of an interactive marketing campaign, where the goal was to attract potential clients by sending them Fitbits and participating in a company vs. company exercise face-off. After a month of tracking, the team with the most activity would be declared the winner.
Direct Mail Considerations
According to the 2016 DMA Response Rate Report, direct mail response rates are the highest they've been since 2013. As far as I can tell, however, snail mail is typically characterized by annoying bills and unimaginative circulars. Our campaign's mail component would be the first interaction with the potential participants, so it was crucial for our packaging materials to be an exciting visual outlier from any postage it arrived with.
Working remotely on a multidisciplinary team was a new experience for me. Luckily we defined broad design parameters early on in the project, which allowed me to confidently make decisions without slowing down our workflow.
As businesses continue to pour money into the data economy, so grows the number of analytics services promising to extract lavish, ROI positive insights from raw data. At the risk of being another face in this crowd, our campaign's approach was to instead focus on establishing a personal connection with Cervello's prospective clients. The inclination was that the participating companies would be more compelled to work with Cervello after fostering a friendly, non-business-related relationship.
The images below display some of the stock photography we decided upon during the next stages of the project.
The campaign would consist of three main components:
1. Package (5 Fitbits)
2. Registration Webpage
3. Conclusion Webpage
Once a company received their invitation and agreed to participate, they were to register the enclosed Fitbits at a Cervello-hosted landing page to kick off the competition. After 30 days, a concluding webpage would declare the winner, memorialize the competition, and provide Cervello with the opportunity for a final call-to-action.
When a recipient company receives a package marked from "Cervello" and proceeds to open it, they'll be looking at two thoughtfully designed components:
(1a) A thick card stock 8.5x11 adhered to the underside of the lid.
(1b) A custom packaging sleeve surrounding each of five Fitbits.
1a: Underneath The Lid
Being that it was the first interaction of the entire campaign, this 8.5x11'' composition had more design iterations than any other component. After opening a package and finding five brand new Fitbits, this would be the first place the recipient would look for an explanation. This is where we would introduce the 30-day Fitbit competition and the idea of competing head to head in teams of five. Should they accept, they can indicate so by registering the five enclosed Fitbits at a Cervello-hosted unique URL.
The gallery below showcases some of the chronological process work for the design underneath the box's lid. Use the arrows on the screen to cycle through the images.
1b: Fitbit Packaging Sleeve
The packaging sleeve would reiterate the main copy from 1a and provided an opportunity to reinforce Cervello's visual brand.
We elected to use the same icons that Cervello utilizes on their site, but discovered that the source files weren't retrievable. All we had to work with were the individual icon .PNGs that existed on the site, which were raster images that were too low-res for print. As a result, I retraced Cervello's icon set in Illustrator to create usable vectors. We later decided a more minimalist style was preferable and ditched the icons. Not for naught, however, as I provided Cervello with the new vector versions of their icons for their future use.
The gallery below showcases some of the chronological process work for the Fitbit packaging sleeve (1b). Use the arrows on the screen to cycle through the images.
2: Registration Webpage
The requirements for the registration page were relatively simple: Provide a form for participants to enter their information, match the campaign's visual aesthetic, and be optimized for all screen sizes.
Integrating our form with Cervello's backend was less simple. Cervello's backend functionality is managed through Marketo, a cloud-based marketing automation tool. Consequently, our registration webpage needed to be deployed through Marketo.
Our first idea was to use a customizable web template provided by Marketo. Unfortunately, the page's design left much to be desired, as did the customization options.
Because of Marketo's design limitations, we opted to build our own landing page. Cervello's development team could then upload our site to Marketo and sync the registration form to their backend. Before jumping into development, I created a mock-up of what I envisioned for the landing page and sent it to Cervello for approval.
3: Conclusion Webpage
Once the 30 day activity challenge came to an end, the participants would be sent a link to our conclusion webpage. The page served to declare the winner, display interesting statistics from the challenge, and provide Cervello with a final call-to-action. Like our registration page, the conclusion webpage needed to be fully responsive and visually cohesive with the rest of the campaign components.
The sections below showcases the final packaging and digital component that were deployed with the campaign.
Deciding a design is finished is something I often struggle with, as the thought of delivering a sub-par product fills me with an unhealthy amount of visceral dread. As a result, I fiddle and tweak my designs incessantly in a attempt to produce solutions that are literally as visually polished as possible. These expectations are unachievably high, of course, as I can retrospectively find room for improvement in just about everything I've ever created. Not to mention, when dealing with hard deadlines and quick turn-arounds, a penchant for perfectionism can be a fatal flaw in your workflow (even if society has deemed it a lame answer to the "What's your biggest weakness?" interview question).
When left to my own devices, I can and have kerned single lines of type for entire afternoons. Slowly adjusting, pixel by pixel, until every letter is perfect. I promise you that sentence looked damn good afterwards, but in a production setting where we need thousands of sentences by tomorrow, the same meticulousness would do the project a huge disservice. Attention to detail is vital in design, but if you spend too much time zoomed in at 64,000%, it's possible to lose sight of the bigger picture (feel free to put that on a bumper sticker).
I've come up with a few ways to combat these bad habits. The first is just to be more confident in my design decision making and the prowess that I've cultivated over the years. The second, which I've also begun practicing, is to break down deliverables into smaller chronological tasks and give each of them a self-enforced deadline. If the deadline arrives and I still think there's work to be done, I move on anyway. I can always come back later after the project is finished, and a good looking 100% is better than a better looking 70%... I think.