How to create a playbook for art direction of a product range? How to create methods of photography that would scale in the eCommerce world? These were some of the challenges faced by us.
The idea of re-introducing physical cards in the digital world was bold and needed a unique visual strategy. We used elements of Indian festivals, weddings and occasions to create the art direction strategy for the visuals. We re-packaged the art of giving cards. We created visual assets, digital marketing assets and generated awareness for the brand.
Our designers wore many hats in this project; including but not limited to art direction, photography, product visualisation and more. We also helped the brand with:
Product Photography and Art Direction
Inksedge was a company started by 4 women with a vision. They had a distinct Indian touch to their designs. Their bestselling card packages were wedding cards. They also had cards for baby showers, house warming ceremonies and more. We took cues from the designs of their cards to direct the visual strategy of the product shoot.
We wanted to use elements that tied the cards to the occasions and make a seamless visual connect in the minds of the consumer even without reading the card. In some cases we used jewellery, in some cases we used traditional flowers that had a direct connect to the event at hand. It was also important to create palettes and a strategy that Team Inksedge could replicate for their upcoming collections on their own.
Creating visual assets is the first step; the next step is using them in a relevant and engaging manner. We created a range of banners and images for their website that were also used as posters on social media to increase engagement and awareness for the brand. We also crafted a large set of emailers with the assets made.
Each banner and poster that we created had simple and creative copy that highlighted the different aspects of sharing happiness with an Inksedge card. The banners were for different product ranges, themes and occasions. These banners were also used extensively across all emailers and communications to the customers.
People are touched when the receive a physical card. They do not expect it at all in today’s world. This was our insight.
We created an ad campaign themed ‘For you a card’. The campaign highlighted the fact that giving a card is a special and unique gesture and the recipient invariably feels moved by the fact that someone took out the time and the energy in today’s world to give him/her a physical card.
We created custom mailers with the assets generated that would be sent to their existing as well as new customer base. The mailers touched on a variety of topics and helped generate leads as well as engage and inform existing customers.
The mailers we designed were well-received by Inksedge’s customer base
Inksedge used the strategy and assets to reach out to customers and build their brand reach. They increased their sales and generated leads successfully.
Check out an interesting case study of how we designed a custom book for an learning tech start-up here.