A SaaS Product Launch Campaign
Announcing a new software product for EHS
Challenge:
Environmental Health & Safety professionals are responsible for reporting data about their companies’ hazardous waste generation to the EPA. Until now, it has been a frustrating process of manual data collection, scattered spreadsheets, and human error that can lead to environmental health disasters. So Encamp launched a new platform to automate data collection and reporting.
As its second product to launch, Encamp needed a look and feel for the marketing campaign and a design system to represent the new platform. It needed to be distinct from its flagship chemical reporting software, but fit within the Encamp brand.
Solution:
As the only Brand Designer, I created a mini identity design system to represent the Waste platform (and the Chemical platform, to be consistent.)
I designed all marketing assets — landing and product pages, email sends, website demo pop-ups, digital ads, blog tiles, educational content pieces, and even company swag.
Results:
Encamp launched a new software to add a vertical to its target market.
Services:
Brand Identity Design
Design Systems
UI/UX Design
Marketing Campaign Design
Product Launch
Email Design
Web Design
Creating Design Systems
The new Hazardous Waste reporting module needed to be distinguishable from Encamp’s flagship Tier II reporting product, but still within the Encamp brand. To solve for this, I assigned icons in Encamp’s signature illustration style, and chose to assign an accent color from the brand kit for each product. These elements would be used to identify and differentiate the product offerings.
A design system only works when it is built to grow with the brand. So in addition, I built out icons and color systems for future launches, based on the product roadmap.
Waste Wednesday Emails
I created a mini brand and graphic assets for our Waste Wednesday Digest, a weekly email newsletter with a roundup of all things Hazardous Waste. The graphics featured the blue Hazardous Waste color scheme and a set of Waste-specific, custom illustrations I created to blend in with the existing brand icon set.
Website Pop-Ups
To drive interested users toward taking a demo, I designed full-screen pop-ups to appear on the Waste product page and other relevant pages on our website, like blog posts with Hazardous Waste-specific content. The pop-ups were triggered by a 3/4 page scroll, and featured an eye-catching illustration with custom icons I created for the Hazardous Waste branding kit.
LinkedIn Paid Ads
Collaborating with our Senior Demand Gen Manager, I created a set of eye-catching ads featuring a hero product image, our trash icon, and a splash of the bright blue accent color I assigned to identify the Waste product. Animated stars draw the eye toward the copy and product shot, while Encamp’s bright orange accent is used to highlight key features — like the animated CTA button.
Resources & Content Pieces
As part of the product launch, we needed to generate a bunch of content regarding Hazardous Waste — and quickly. I designed new templates for our multi-page content piece PDFs, written by our in-house compliance experts, for fast production.
I also created new graphic templates to showcase these resources on our website.
Webinar Graphics
Encamp hosted a series of webinars about Hazardous Waste reporting. I created graphics for each webinar, including Linkedin paid & organic posts, landing page graphics, and slide decks.
