EXXEL OUTDOORS

ADVERTISING CAMPAIGN DESIGN

GRAPHIC DESIGN - KELTY & SIERRA DESIGNS MARKETING CAMPAIGNS

LEAD GRAPHIC (DIGITAL) DESIGNER – EXXEL OUTDOORS LLC. (FULL-TIME)

During my time as the lead digital designer at Exxel outdoors, I was responsible for creating all advertising / marketing materials for all seven of the brands that are owned and operated by Exxel; two of which are Sierra Designs and Kelty. The following advertisements were all implemented on Meta and resulted in an 80% increase in overall performance across all brands in my first 90 days at Exxel Outdoors (Oct 2022-Jan 2023). These advertisements are also examples of some of the highest click through rates, return on ad-spend, and average purchase orders in brand history.

Kelty Child Carrier Email Mockup.jpg
Kelty Cosmic Sleeping Bags Email Mockup.jpg
Kelty Overalnding email mockup.jpg
SD Earth Day Email Mockup.jpg
SD Zipperless email mockup.jpg
SD Ad Mockups.jpg

PROJECT DETAILS

GRAPHIC DESIGN- KELTY & SIERRA DESIGNS DIGITAL MARKETING CAMPAIGNS

NOVEMBER - JANUARY 2023

Each of these campaigns was executed cohesively across email, SMS, Amazon A+ content, website assets & paid advertisements.

The Kelty & Sierra Designs brand identities were each designed by Iron Ladle Creative*

  • All of these advertising materials are representative examples of the different aspects that compose the Kelty and Sierra Designs marketing campaigns. Both brands utilize email and SMS marketing, along with corresponding advertisements that are run across meta and google. These marketing campaigns and all associated designs would be conceptualized, created and deployed multiple times weekly with the goal of promoting new products, building the brand identity and increasing sales.

  • Both brands share a similar audience, outdoor enthusiasts who strive for adventure and are seeking inspiration and expertise regarding outdoor activities and gear. Kelty marketing divides their primary consumer demographic into two categories, the first being individuals 40+ who are experienced, traditional, and trust the brand due to its legacy and familiarity. The second audience is comprised of individuals ages 18-39 who are spontaneous, vibrant, stylish and versatile adventurers who are encountering a wide range of activities. The Sierra Designs marketing team defines their primary demographic in a very similar manor to Kelty’s first target audience category, what they call “experienced explorers”. This group is defined as individuals ages 33-48 who are environmentally focused, gear-junkies who are dedicated to getting outdoors.

  • The Kelty brand was established in 1952 by the founder, Dick Kelty, who both invented the first external frame backpack and led Kelty to join Patagonia and The North Face as a founding member of the conservation alliance. While this long history provides reputability and brand recognition, it has also provoked the need for an updated brand identity that is cohesively implemented / translated digitally across all brand communications and marketing campaigns. Prior to my introduction to the brand, an updated brand style guide had been introduced, but it had not yet been effectively integrated throughout all brand representations. Sierra Designs is a gear-focused brand that strives to create top-of-the-line gear at an affordable price, without sacrificing quality. The brand needed to elevate their customer communications, brand identity and visual communications through their marketing campaigns in order to increase sales and compete with the industry leaders.

  • As the lead digital graphic designer at Exxel, I held the responsibility of conceptualizing and creating all digital advertising campaign materials that not only appealed to the respective target audience, but were striking, elevated the brand identity and increased sales / ROAS overall. These marketing campaigns were comprised of emails, SMS messages, Gif’s, advertisements for multiple platforms, and website updates that all needed to be consistent, cohesive and implemented simultaneously. My goal was to surpass the company initiatives of increasing profits, customer engagement and brand recognition through innovative, elevated designs.

  • These campaigns were initiated by the marketing teams with intended product features, consumer messaging and updated photo assets. Following this, the conception of the marketing campaign was laid out according to time allotted, messaging goals, brand identity expression, ad spend, revenue, consumer engagement, market research, audience optimization and marketing goals. Each campaign was designed and implemented on a very fast turn-around schedule of a few days (usually within 1-3). The designs were then reviewed by the marketing team and edited before being deployed via email, SMS, Meta ads, Google Ads, organic socials, and website updates.

  • In order to elevate both brand identities through these campaigns and customer communications, I focused on creating clear, assessable, striking, cohesive, reliable yet innovative designs swiftly, without sacrificing quality. This was essential in order to meet the demand of the six separate brand marketing teams simultaneously. By using this approach, within my first 90 days at Exxel, I was able to create Sierra Designs’ best revenue generating email to-date, with a 41% improvement compared to the next highest earning email. This design approach also facilitated my success in increasing Exxel’s overall email revenue across all brands by 131% in my first 90 days.

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