Caldera International 

Keep Moving

SERVICES ART DIRECTION / COLLATERAL MATERIALS / COPYWRITING / CUSTOM ART CONSULTATION / DIGITAL STRATEGY / GRAPHIC DESIGN / MESSAGING / SOCIAL MEDIA STRATEGY / UX/UI / WEBSITE

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.

Challenges

  • 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

Deliverables

  • 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

Results

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.