Brandless Baby & Pet

Art Direction / Content Direction / Marketing / Design

As an e-commerce startup, specializing in better-for-you food, personal care, and kitchen items, Brandless decided to expand into the Baby and Pet categories in January of 2019. In preparation, various marketing materials were made for influencers, the press, and customers. This included lookbooks to showcase the assortment to our influencer partners, landing pages to educate customers on the new products, and a social and email campaign to support.

The Challenge

Brandless was still a very new company at a year and a half old, and had never worked on a major category addition to their brand since launching. The team had grown tremendously in the 6 months prior, so there were a lot of new faces learning the brand and executing on it. The project did not start with a brief, rather a verbal conversation between teams on what was needed. Brandless had a limited brand style guide and no web style guide, so expanding and creating these assets became a crucial part of the project.

Lookbook

The first priority in marketing assets were two PR lookbooks. The lookbooks for both Baby and Pet were created for our influencer partners to highlight the new assortment and to support samples of the products that they received, as well as any press we were partnering with. The project had no brief, no photography, no content, only a list of products we were going to be selling. Because of this, it was critical to develop a template to help inform both content and photography. There were 3 main categories within the Baby assortment: Diapers, Baby Care, and Baby Food. This helped inform how to start laying out the lookbook.

Landing Page

Since this was the first new category launches since launching the company, Brandless wanted to educate customers on the assortment with landing pages for Baby and Pet. The purpose was to educate on why Brandless decided to enter into the Baby and Pet categories, highlight the values of the products, and to be completely shoppable with the entire assortment.

At the time, Brandless did not have a web style guide, and every page was made with a new css, so as a newer member of the team it was extremely difficult to design a page with only current modules when there was no documentation of them. I partnered with a UX Designer to develop two pages, one for both Baby and Pet assortments. We collaborated on which of the current modules to use, which modules we wanted to propose to be made, and aligned on type styles and overall user experience and information hierarchy of the page.

User Testing Findings

After launching, the product team did some user testing on the new landing pages for Baby and Pet to see how they performed. What they learned was that the amount of information we put on the page was overwhelmingly long, and conversions weren’t necessarily happening. The most surprising result was that users really resonated with the module at the bottom of the page that talked about Brandless’s partnership with Feeding America. Overall, they felt that the page was not helpful in making a purchase, and the testimonials felt inauthentic. This helped us for future campaigns and how we approached content.

Social

Community was a big part of Brandless, so we wanted to share the good news and excitement around the Baby and Pet launches with them on social media. This included Instagram stories for both baby and pet, Facebook and Instagram posts, as well as a few educational posts about the products.

Email

In addition to social media, we created an email campaign for customers opting in to receive emails about the ages and stages of babies and helpful tips and product suggestions for babies 0-24 months. We created a template to use across all emails, which included a header style, quote module, in-line text link style, and additional content modules.

Creative direction: Deena Keller
Art direction: Kelly Zerbe
Photography direction: Natasha Claro, Fidel Lirio
Brandless In-House