Cabeau is a travel product brand with a mission to provide on-the-go comfort for through travel accessories and experiences. As a generalist designer, my day-to-day responsibilities varied from marketing production, digital interface design, production design and seasonal campaign ideation for new products.
During my time however, the brand underwent a major transformation as the travel industry was severely disrupted and changed by the COVID-19 pandemic. While Cabeau continued to educate their customers on neck support and health, I contributed design work to the immense brand strategy overhaul on the creative appeal, appearance and messaging to elevate this start-up as more than travel and cater to a demographic in lockdown.
Direct contributions:
Brand identity and book refresh, UX design for D2C platforms such as Shopify and Amazon, UI design creation (for pillow product pages, Cabeau Cares, IP, Cabeau Music), B2B deck development for sales, illustrative iconography, marketing campaign strategy and art direction, interface design for research and development projects, and production design
Additional contributions:
Establishment and staff training on a project management platform (Asana) and file etiquette system
Brand identity and book refresh, UX design for D2C platforms such as Shopify and Amazon, UI design creation (for pillow product pages, Cabeau Cares, IP, Cabeau Music), B2B deck development for sales, illustrative iconography, marketing campaign strategy and art direction, interface design for research and development projects, and production design
Additional contributions:
Establishment and staff training on a project management platform (Asana) and file etiquette system
BRAND BOOK DESIGN
I improved the Cabeau brand book to modernize the look and feel of their graphics and story, without losing the original appeal we marketed to customers as a brand focused in comfort. The brand book emphasized that redefining itself as a source of exploration in the Cabeau experience was beyond feeling good about getting to the destination but being a greater part of customer's next travel story. With strategic stock imagery and product photography, the brand conveyed a more dynamic and transparent feel for customers new and old.
PRODUCT LAUNCH: CABEAU COLORWAYS
The marketing team pioneered a successful line of neck pillow skins called Cabeau Colorways, diversifying by texture and style. These limited edition skins targeted younger audiences that could open the market to more modernized neck pillows that trademarked Cabeau's classic ergonomic shape.
In 2019, the winter holiday sale became a huge success as the largest sale in the company's history, stemming from marketing dedication towards new photographic imagery, motion design, and refreshed brand elements to glow up these products. This product launch showcased Cabeau as a contemporary start-up, and set a precedent for how future campaigns should model by.
Direct contributions:
Art directed and coordinated in-house product photoshoots for e-commerce graphics/imagery, social media and digital collateral to boost sales and site traffic.
Direct contributions:
Art directed and coordinated in-house product photoshoots for e-commerce graphics/imagery, social media and digital collateral to boost sales and site traffic.
Pillow line created by Lynn Pham. Photography and post-production by Alonso Barbosa and myself.
D2C E-COMMERCE GRAPHICS + USER EXPERIENCE
During COVID-19, my role supporting e-commerce and digital marketing evolved to being the interim digital marketing manager of the Shopify site; where I updated brand imagery, problem-solved site issues, and evolved product storytelling to existing and incoming Cabeau products. Working closely with the marketing team, I not only refreshed business presentations, but crafted social media campaigns, evolved critical sales documentation, and helped launch a line of new PPE products to contribute to the prevention of COVID-19. Graphics were built to push the brand forward even during a time of crisis.
Direct contributions:
Refreshed Amazon enhanced brand content graphics to abide to site guidelines enhance features.
Refreshed Amazon enhanced brand content graphics to abide to site guidelines enhance features.
Direct contributions:
Created the stop-motion how-to animated series to educate new customers on Cabeau neck pillows.
Created the stop-motion how-to animated series to educate new customers on Cabeau neck pillows.
ORGANIC SOCIAL + PRODUCTION DESIGN
In order to continue social growth of the brand, organic social became a collaborative focus in marketing. The push for relevancy, visual experimentation and witty content allowed new users to approach Cabeau as a personality. Art direction included kinetic typography, simple how-to's and Tim & Eric inspired bits to add a flair of the uncanny with the Cabeau brand.