Understanding the actual need.
Backbone needed product communications that could work across retail, social and promotional settings while keeping feed categories and product benefits easy to identify.
Design around the people using it.
The work started with a practical question: how should the experience function for the people who actually use it? Backbone needed product communications that could work across retail, social and promotional settings while keeping feed categories and product benefits easy to identify. The resulting work brought together the content, navigation, design decisions and technical structure documented below.
From idea to execution.
Branding support
Product marketing
Retail and store branding
Promotional design
Product imagery
Poultry-feed campaign creative
Fish-feed campaign creative
Social-media assets
Building on the foundation.
The engagement created a stronger visual system for recurring product and retail campaigns and gave the brand reusable creative structures across channels.
