Veloforte design direction
Role
Brand development
Digital design
Performance marketing assets
Product packaging
POS displays
Email campaigns
Veloforte produces kitchen crafted, 100% natural sports nutrition, designed to energise performance, health and well-being.
Working as the in-house designer, I created a broad range of design material helping to turn a start-up into a brand for their next phase of growth. Using and adapting the existing brand guidelines, I worked as the creative lead across all channels. This includes brand guardianship and delivery of campaigns alongside the marketing, performance and product team.
Photography by 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.
Strava Challenge
I developed the identity for the first Strava Challenge to engage existing customers while growing a new audience. The aim was to motivate customers in an authentic way by inspiring them to do what they already love. The challenge badge lives in the featured gallery and customers’ trophy cabinet.
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.
“Jess is a godsend! Talented, calm, knows her mind and can create simple, effective design all day long. Her understanding of craft and her supportive and can-do approach makes her invaluable to any design team or project.”
— Marc Giusti, Founder at Veloforte
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.
