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Caldera

Products designed to keep you moving, so you’ll never have to miss out on life’s moments. 

 
 
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Caldera, makers of hot/cold therapy wraps, approached Think Joule to evolve their grassroots brand and create a robust e-commerce website for their hot/cold therapy wraps. Several previous attempts to update their brand had left them frustrated with product lines spread over 3 separate websites.

We knew the key to our success meant starting at the beginning with an in-depth discovery to create an actionable marketing strategy, and outreach campaign mapped to their target audiences before moving into design development.

 
 
 
 
 
 

Challenges

  • Multiple disconnected product lines

  • Saturated, commodity driven business had left them disconnected from primary target market

  • Find the most economical way to utilize existing assets 

  • Mass appeal on a broad spectrum 

  • Future proof the website

 
 
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Deliverables

  • Bringing all product lines under one umbrella

  • Define target market with 6 clearly segmented audiences complete with message mapping 

  • Craft mission/vision statement 

  • Create Keep Moving marketing campaign

  • Brand asset expansion: photo stylizations 

  • Create a relational website that features the "everyman"

  • Design custom illustrations to show products in use 

  • Art direction and strategy for lifestyle photo shoot with Aaron Lee

  • Launch social media channels for broader reach 

  • Redesign product sales sheet suite and create universal template

 
 
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Results

Our goal from the outset was to humanize and personalize their product offering. We keyed in on their differentiator as a company who operates from a place of compassion for their target audience. We successfully brought  relatable visuals into a fully modernized website and shifted them from product-focused to a humanizing end-user experience. 

 
 
 
 

Services

  • Art Direction

  • Collateral Materials

  • Copywriting

  • Custom Art Consultation

  • Digital Strategy

  • Messaging

  • Social Media Strategy

  • UX/UI

  • Website

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Let's Get Moving on Your Brand 

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