En Route from Saltbox campaign
- Who
Saltbox, an ecommerce infrastructure company
- What
Visual system helping map customer stories through interviews
- How
Dynamic pathways revealing the way
- Impact
A flexible and cohesive presentation that elevated guest stories for all
- Art direction
- Graphic design
- Motion design
Brief
eCommerce innovator Saltbox needed help. While growing in warehouse footprint to serve more areas around the country, it also needed ways to connect with customers that made self-service warehousing less, well, industrial.
Saltbox's product matched well with the functional needs of independent sellers and businesses, mostly online. Storage space, shipping space, and desk space. As a warehouse, it was adding new customers. As a coworking platform, there was an opportunity to cultivate membership.
Through media partner Live Learn Dream (now CEEATTLE), I was brought in to develop an identity and visual system for a Saltbox retention campaign interviewing members across industries and locations.
Connection is built with understanding and, yes, vulnerability. The campaign goal was to build a deeper camaderie between members by championing their work, their stumbles, and their successes. In turn, this would position Saltbox not only as a logistics house but a place for builders to call home.
Of two provided concepts, LLD and Saltbox agreed that En Route was the stronger direction.
No two paths are the same. They are always in motion. But we can learn from their footing. En Route platforms the dynamics of customer stories by framing them with their entrepreneurial journeys: the ins and outs, ups and arounds that Saltbox supports.
Combined with the nature of logistics itself, the concept wields a simple but effective device across the logo, static elements, and motion design.
En Route transformed Saltbox's then-branded highlighter motif into an looping line eager to move forward and share. The series' identity created endless opportunities for motion that mirrored the stories and surrounding content across the website, YouTube, and social channels.
The path welcomes the audience, helps them around the screen, frames the show's guests, and highlights their stories. Through motion, all these behaviors help the campaign convey its sense of journey: the highs, lows, and changes made along the way.
The visual system covered a suite of content-ready templates, from full-size recordings to cut-downs, carousels, and stories. Video transitions matched motif with social end-cards; each customizable to maintain consistency with the campaign and harmony amongst each other.
LLD used the identity to produce a series of 5 interviews posted on YouTube. It became a highlight series in Saltbox's Member Stories section before the website's eventual refresh in September of 2024. The identity work itself influenced Saltbox's website design during that time, which adopted the animating pathway motif in November of 2022 until then.