eCommerce dedicated to skateboarding at night
social media marketing
social media marketing
During my first semester of multimedia design studies, I had plenty of spare time and decided to put my skills to the test. Because of that, I started searching for an issue that could be solved through the design of a non-existing product. I realized that during my evening commute, it’s so dark that others cannot see me and I have a hard time avoiding obstacles on the road. Since my primary vehicle of the commute was an electric skateboard, it’s not so easy to find a light that fits onto its trucks. As a result, I decided to create a brand, focused on selling high-power lights, which can be mounted on any skateboard.
To begin the process of starting the brand, I defined its mission, through a strong, distinct logo and colors. It (the brand) visually represents vibrance and energy. True black and white, as well as 50% grey, were used for background and simple elements. In addition to the earlier mentioned colors, I choose orange for indicating mistakes on the website. Last but not least, the most important color of all, yellow. It not only naturally represented light and brand purpose, but also the vibrant energy behind it.
In the case of the eSkate Lights logo, it should represent a combination of skateboarding and light. As trivial as sounds, it took quite some time, to combine the two. The final logo shows “flashlight skateboard”, with shortened name of the brand “esk8”.
The official brand font could be used, for future packaging parts of the website, etc. That is why it has also been purposefully unusual which would grab viewers' attention. The Full Pack 25 maintains fast, bold, sharp edges, while still being easy to read and fitting the brand's identity.
Shortly after creating brand identity, I moved onto prototyping and coding the website. To speed up the workflow I used well-known CMS (content management system) for building an eCommerce page – Shopify. The main focus while creating eskatelights.com was to maintain good UX for desktop and mobile. I endeavored to achieve it through snappy performance and intuitive, purchase targeted navigation.
In addition to a good user experience, I took care of the SEO. This resulted in the top 3 positions in most well know search engines (such as Google) when entering phrases: skateboard lights, electric skateboard lights, or lights for skateboard.
Even though there was no long version of the promotional video, I managed to create several short pieces out of the unpublished montage. They were all primarily used for Instagram promotions, where they attracted the highest number of potential clients.
In addition to traditional forms of video, I also invested time into creating cinema-graphs (short, looped videos), which turned out to attract more attention, than I anticipated.
The last set of motion graphics I created, were Instagram stickers. Even though they sound silly and without any greater importance, they brought a lot of awareness to the brand. While posting an Instagram story, some users search for relevant gif stickers. By doing so, they enter the search of Giphy.com (a well-known GIF service). As soon as they do so, they’re greeted with several transparent GIFs, called stickers, showing relevant motion. In this case, searching for “electric skateboard” brought up several gifts associated with eSkate Lights. The aforementioned, converted into a high amount of awareness, by sharing stories, with the eSkate Lights logo.
I started by sketching possible designs and shapes of the lights. My main priority was to keep the size as small as possible while maintaining high power output. I quickly realized that there are already plenty of good designs, which can be adjusted to my needs. As a result, I have managed to contact a factory, which was responsible for creating a reinforced, waterproofed version of their flagship flashlight. At the same time, I was trying to find a solution, which could enable mounting a cylindrical flashlight to a skateboard truck. After reviewing several ideas, I choose an uncomplicated solution. In this case, I picked standard “p” pipe brackets. They were strong enough to withstand the vibration and came in with rubber coating, which damped unwanted, rattling noises. After several weeks of testing and adjusting the final product to withstand the rough riding conditions, I was satisfied with the product.
Next on the list, was to decide on the shape size, and design of the package. I picked a recyclable cardboard tube, originally used for prints. Additionally, I put on the stickers with logo and products name on the side. The contrast between plain cardboard patterns and vibrant yellows made the product stand out from the retail shelves. I also add bubble wrap to the library, for additional protection, during transport.
Social media were a big part of eSkate lights, more specifically Instagram. It is the place where eSkate Lights found the most loyal and active audience. In addition to that, I was able to gain around 10000 followers, through organic recognition and promotion from similar accounts. I was also able to build up a sense of anticipation, through the release countdown.
Collaboration with Mellow Boards
What helped the brand grow even more and enabled eSkate Lights to promote the product better, was the collaboration with Mellow boards. They are a successful, electric skateboard manufacturer from Germany, representing quality. Review and recommendation from them was a big step resulting in orders increase. What is also worth noting, is that at the time, eSkate Lights were the only lights, which could fit on their drive (Mellow Drive), making it a unique selling point. Overall, I was and am very grateful for this opportunity, to be recommended by industry veterans.
In the end, it was a truly eye-opening experience. I could learn about creating my own business, brand identity, community, and more. I consider this experience to be a noble lesson, for future projects of mine