Marketing Strategy
Spearheading creative marketing for a new E-Bike distributor
(Client)
Vulcan Bikes
(Year)
2024
(Services)
Branding, Videography, Photography, Marketing Materials
Innovative
Branding
Creating a better product than the competition is only one step to building a successful business.
A revolutionary ebike that no one knew about. Vulcan Bikes developed an All Wheel Drive(AWD) ebike that is changing the way that people commute and ride recreationally. Prior to their launch in 2023, I was onboarded as the director of media and operations. My responsibilities were to provide avenues for organic growth through the use of media and word of mouth. The approach for our early marketing was "grass-roots" origin, to invade our home territory, South Bay Los Angeles, an area rich in bike-able coastline and dense in population.
In order to do so, I conceptualized a brand identity for our customers to familiarize themselves and this included:
Define the Core of the Brand
Values: What principles or beliefs does your company stand for?
Unique Selling Proposition (USP): What makes your brand different from competitors?
Understanding the Target Audience
Demographics: Age, gender, income level, education, etc.
Psychographics: Values, lifestyles, interests, and attitudes.
Pain Points: What problems or needs does your brand address?
Communication Style: How does your audience prefer to engage with brands?
Develop Visual Identity
Logo: Simple, memorable, and reflective of your brand's essence.
Color Palette: Colors that evoke the right emotions and align with your brand.
Typography: Fonts that convey the right tone (modern, classic, playful, etc.).
Imagery and Graphics: Style of photos, illustrations, and patterns that match your brand's voice.
Design Consistency: Ensure all visual elements are cohesive across platforms.
Craft the Brand Voice and Messaging
Tone: Is your brand professional, friendly, playful, or authoritative?
Language: Decide on the vocabulary and phrasing to be used consistently.
Taglines and Slogans: Memorable phrases that encapsulate your brand's essence.
Storytelling: Share the journey, mission, or inspiration behind your brand.
Ensure your brand aligns with the industry standards but also reflects your unique ethos. For example:
An outdoor-oriented brand might use natural colors and rugged typography.
A tech company might lean on modern, clean designs with a futuristic feel.
What that actually looked like:
Setting up social media pages
Product photography and videography
Filming and editing reels
In-depth review videos
Product tutorial videos
Designing website pages
Producing a short film
As a multi-disciplined creative, I was able to fulfill many roles for the overland ebike brand as a videographer, photographer, copywriter, and graphic designer.
The difficulty with startups is that there is zero proof to your customer that the product actually exists, or that it can solve their needs.
For outreach, I put our team on tour for several tradeshows across the country and produced the marketing materials needed to standout at those events.
These face to face events are where our products could make an appearance and standout. They provided outlets for customers to be introduced, informed, and able to purchase the product. Through these shows, we greatly increased our revenue and developed key partnerships with influencers, furthering our reach.
Marketing Strategy
Spearheading creative marketing for a new E-Bike distributor
(Client)
Vulcan Bikes
(Year)
2024
(Services)
Branding, Videography, Photography, Marketing Materials
Innovative
Branding
Creating a better product than the competition is only one step to building a successful business.
A revolutionary ebike that no one knew about. Vulcan Bikes developed an All Wheel Drive(AWD) ebike that is changing the way that people commute and ride recreationally. Prior to their launch in 2023, I was onboarded as the director of media and operations. My responsibilities were to provide avenues for organic growth through the use of media and word of mouth. The approach for our early marketing was "grass-roots" origin, to invade our home territory, South Bay Los Angeles, an area rich in bike-able coastline and dense in population.
In order to do so, I conceptualized a brand identity for our customers to familiarize themselves and this included:
Define the Core of the Brand
Values: What principles or beliefs does your company stand for?
Unique Selling Proposition (USP): What makes your brand different from competitors?
Understanding the Target Audience
Demographics: Age, gender, income level, education, etc.
Psychographics: Values, lifestyles, interests, and attitudes.
Pain Points: What problems or needs does your brand address?
Communication Style: How does your audience prefer to engage with brands?
Develop Visual Identity
Logo: Simple, memorable, and reflective of your brand's essence.
Color Palette: Colors that evoke the right emotions and align with your brand.
Typography: Fonts that convey the right tone (modern, classic, playful, etc.).
Imagery and Graphics: Style of photos, illustrations, and patterns that match your brand's voice.
Design Consistency: Ensure all visual elements are cohesive across platforms.
Craft the Brand Voice and Messaging
Tone: Is your brand professional, friendly, playful, or authoritative?
Language: Decide on the vocabulary and phrasing to be used consistently.
Taglines and Slogans: Memorable phrases that encapsulate your brand's essence.
Storytelling: Share the journey, mission, or inspiration behind your brand.
Ensure your brand aligns with the industry standards but also reflects your unique ethos. For example:
An outdoor-oriented brand might use natural colors and rugged typography.
A tech company might lean on modern, clean designs with a futuristic feel.
What that actually looked like:
Setting up social media pages
Product photography and videography
Filming and editing reels
In-depth review videos
Product tutorial videos
Designing website pages
Producing a short film
As a multi-disciplined creative, I was able to fulfill many roles for the overland ebike brand as a videographer, photographer, copywriter, and graphic designer.
The difficulty with startups is that there is zero proof to your customer that the product actually exists, or that it can solve their needs.
For outreach, I put our team on tour for several tradeshows across the country and produced the marketing materials needed to standout at those events.
These face to face events are where our products could make an appearance and standout. They provided outlets for customers to be introduced, informed, and able to purchase the product. Through these shows, we greatly increased our revenue and developed key partnerships with influencers, furthering our reach.
Marketing Strategy
Spearheading creative marketing for a new E-Bike distributor
(Client)
Vulcan Bikes
(Year)
2024
(Services)
Branding, Videography, Photography, Marketing Materials
Innovative
Branding
Creating a better product than the competition is only one step to building a successful business.
A revolutionary ebike that no one knew about. Vulcan Bikes developed an All Wheel Drive(AWD) ebike that is changing the way that people commute and ride recreationally. Prior to their launch in 2023, I was onboarded as the director of media and operations. My responsibilities were to provide avenues for organic growth through the use of media and word of mouth. The approach for our early marketing was "grass-roots" origin, to invade our home territory, South Bay Los Angeles, an area rich in bike-able coastline and dense in population.
In order to do so, I conceptualized a brand identity for our customers to familiarize themselves and this included:
Define the Core of the Brand
Values: What principles or beliefs does your company stand for?
Unique Selling Proposition (USP): What makes your brand different from competitors?
Understanding the Target Audience
Demographics: Age, gender, income level, education, etc.
Psychographics: Values, lifestyles, interests, and attitudes.
Pain Points: What problems or needs does your brand address?
Communication Style: How does your audience prefer to engage with brands?
Develop Visual Identity
Logo: Simple, memorable, and reflective of your brand's essence.
Color Palette: Colors that evoke the right emotions and align with your brand.
Typography: Fonts that convey the right tone (modern, classic, playful, etc.).
Imagery and Graphics: Style of photos, illustrations, and patterns that match your brand's voice.
Design Consistency: Ensure all visual elements are cohesive across platforms.
Craft the Brand Voice and Messaging
Tone: Is your brand professional, friendly, playful, or authoritative?
Language: Decide on the vocabulary and phrasing to be used consistently.
Taglines and Slogans: Memorable phrases that encapsulate your brand's essence.
Storytelling: Share the journey, mission, or inspiration behind your brand.
Ensure your brand aligns with the industry standards but also reflects your unique ethos. For example:
An outdoor-oriented brand might use natural colors and rugged typography.
A tech company might lean on modern, clean designs with a futuristic feel.
What that actually looked like:
Setting up social media pages
Product photography and videography
Filming and editing reels
In-depth review videos
Product tutorial videos
Designing website pages
Producing a short film
As a multi-disciplined creative, I was able to fulfill many roles for the overland ebike brand as a videographer, photographer, copywriter, and graphic designer.
The difficulty with startups is that there is zero proof to your customer that the product actually exists, or that it can solve their needs.
For outreach, I put our team on tour for several tradeshows across the country and produced the marketing materials needed to standout at those events.
These face to face events are where our products could make an appearance and standout. They provided outlets for customers to be introduced, informed, and able to purchase the product. Through these shows, we greatly increased our revenue and developed key partnerships with influencers, furthering our reach.