PROJECT DESCRIPTION

The launch of the Tardigrade Backpack was one of Rugged Road’s biggest product launches, requiring a campaign that felt exciting, innovative, and unlike anything the brand had created before. The challenge was introducing a completely new product while staying true to Rugged Road’s established identity and communicating what made the backpack unique.

I created a collection of digital marketing assets designed to build anticipation, educate customers, and drive excitement throughout the launch. From the initial teaser campaign to launch day and beyond, each piece was designed to balance strong storytelling with clear product communication, ensuring customers understood both the innovation behind the product and why it stood apart.

landing page

The Tardigrade Backpack landing page served as both a product introduction and a central hub for customers to learn more about the launch. Since the product was unlike anything Rugged Road had created before, the biggest challenge was finding the right balance between creating excitement and clearly explaining the product’s features and benefits.

I designed the page to guide customers through the story behind the Tardigrade Backpack, using strong visuals, clear information hierarchy, and engaging layouts to make a complex product feel approachable. The goal was to create a page that felt like an experience while still providing the information customers needed to confidently understand the product.

launch campaign

To build excitement around the Tardigrade Backpack launch, I created a variety of social media graphics and digital advertisements that supported the entire customer journey, from pre-launch and beyond.

For social media, I designed teaser stories focused on driving VIP launch sign-ups through SMS and email, followed by launch content, product education, and engaging stories that kept the audience interested throughout the campaign. Because the product required a lot of explanation, a major focus was creating informative content that still felt visually exciting and aligned with Rugged Road’s brand.

I also created a variety of digital ads, including early teaser ads and post-launch creative focused on driving product awareness and sales. Each ad explored different visual approaches and messaging styles to capture attention, test what resonated with customers, and keep the campaign feeling fresh in a constantly changing digital environment.