Caldera, makers of hot/cold therapy wraps, approached Think Joule to evolve their grassroots brand and create a robust e-commerce website for their hot/cold therapy wraps. Several previous attempts to update their brand had left them frustrated with product lines spread over 3 separate websites.
We knew the key to our success meant starting at the beginning with an in-depth discovery to create an actionable marketing strategy, and outreach campaign mapped to their target audiences before moving into design development.
Multiple disconnected product lines
Saturated, commodity driven business had left them disconnected from primary target market
Find the most economical way to utilize existing assets
- Mass appeal on a broad spectrum
- Future proof the website
Bringing all product lines under one umbrella
Define target market with 6 clearly segmented audiences complete with message mapping
Craft mission/vision statement
Create Keep Moving marketing campaign
Brand asset expansion: photo stylizations
Create a relational website that features the "everyman"
Design custom illustrations to show products in use
- Art direction and strategy for lifestyle photo shoot with Aaron Lee
- Launch social media channels for broader reach
- Redesign product sales sheet suite and create universal template
Our goal from the outset was to humanize and personalize their product offering. We keyed in on their differentiator as a company who operates from a place of compassion for their target audience. We successfully brought relatable visuals into a fully modernized website and shifted them from product-focused to a humanizing end-user experience.