Veloforte
The client
Veloforte are the world’s finest endurance nutrition made with 100% natural ingredients. They exist to help active people realise their natural potential. They create breakthrough recipes that enhance physical performance, productivity and wellness, naturally.
The task
To create a broad range of design material from email campaigns, paid social assets and branded collateral to product packaging, retail displays and campaign imagery.
The solution
Using and adapting the existing brand guidelines, I work as the creative lead across all channels. This includes brand guardianship and delivery of campaigns alongside the marketing, performance and product team.
Photography Dan King
Developing the brand guidelines
In 2020, Veloforte saw rapid growth and needed refreshed and expanded brand guidelines to better work with partners and communicate with athletes. These guidelines built upon the basics provided in the original document, with expanded content including lifestyle photography, product graphics, a new iconography style, and updated typography.
Building the email campaign strategy
The email communication plays a significant role in company growth. I developed the campaigns by combining interesting image compositions and collages with product images to establish a better reading flow, greater engagement and, crucially, a higher open rate and click through rate.
In an effort to scale the channel, we segmented our sends to tailor information to the right audience. In addition, we devised an automated flow structure to reduce the reliance on campaign sends. These flows follow the same look and feel to keep consistency.
Leveraging paid social channels
Producing bespoke content was an ongoing effort as part of our paid social media strategy. I designed ads targeting different audiences with different messaging, always based on learnings and insight provided by the performance marketing team to ensure profitable scaling of ad spend.
Multi-touchpoint product launches
New product launches are always an exciting team effort for the company. I produced graphic content, to be displayed on every channel including website collections and product pages, organic and paid social media channels, the Amazon shop and email campaigns. I was also responsible for producing shot lists and commissioning lifestyle photography to support the launch content.
