Rock Candy Website Redesign & Sandstone Product Launch
Screens , Information , Advertising , Photo/Video
Brief
Objective
Redesign Rock Candy Holds webstore. Drive awareness of and interest in Rock Candy’s line of climbing hold products.
Audience
Climbing industry professionals known as route setters responsible for creating the climbs at commercial climbing gyms.
Constraints
This project needed to be conducted on a limited budget without outsourcing talent or disrupting the typical flow of operations at the shoot location for product photography and videography.
Solution
Concept
The Sandstones product launch utilized a multichannel marketing approach including video ads, social media, newsletter content, web experience, and sales associate touchpoints to drive awareness and interest.
I was responsible for planning and executing each item in this process and revamping the webstore in time for the product’s launch. Capturing compelling product photography and video content was key to this campaign’s success.
Experience Design & Product Photography
In collaboration with the company’s owners, I participated in redesigning the company website, including product detail pages to help users make decisions about products that are primarily tactile objects.
I introduced the practice of capturing 360 photography for all Rock Candy products. This was done to give customers a better assessment of the products without being able to touch them. User interviews confirmed that this practice helped customers feel more comfortable when compared to static product shots.
In addition, I helped collect and surface categorical information for users, such as how challenging the holds would be on various terrain, as well as what types of holds they would pair well with.
Flipbooks
Product photos were worked into a pdf sales sheet that could be sent out by our sales team to start conversations with close customers.
Video Content
I created a series of three videos to drive awareness of the new holds. The storyboard was planned with the knowledge that footage would need to be gathered on a “run and gun” basis without the luxury of being able to hold up regular operations for the shoot.
Interviews were conducted to give a narrative to the content. Because route setters were the primary audience, the narrative was meant to inspire rather than deliver a hard sell.