Ecoscape - Product Launch
Aquatropic Ecoscape is a line of decorative products for the aquascaping hobby. At the product line’s inception, I was brought in as the sole creative to help develop a launch strategy that included industry research, identity design, marketing, and web design.
My Role
Strategy & Research
Logo & Identity Design
Marketing
Web Design (Shopify)
Logo, packaging, and brochure design
Examining and organizing original shipment of rocks.
Conducting a product naming exercise with the sales team.
Speaking to the Hobbyist’s Imagination
How do you market and sell rocks? What inspires and evokes the imagination of the aquascaping hobbyist?
As part of the research process, I visited trade shows and spoke with hobbyists and industry folks on the show floors. They were enthusiasts, local and regional groups, and pet store retailers.
It was important to hear their perceptions about hobby trends, the market, and other products available. I also followed the history of aquascaping—from Japan to Europe to the U.S. What types of “underwater gardens” do people create? What are the familiar names people know?
Using audience and industry data, we created a full line of new products, creating “series” that made sense to hobbyists and the craft. Working with the industry’s top practitioners and aquarium photographers, we packaged, presented, and launched the products into the world in an inspiring way.
Website Homepage (Shopify)
Website Category List Page
Print Advertisement Design