Key Responsibilities
Product catalog design
Ecommerce website design
Product videos
Email marketing
Tradeshow booth design
Art direction
Design team leadership
Brand identity
Style guide creation
Packaging design
Product photography
My Role
Led the Art Department in creating the branding elements, the packaging style guide, online web experience and product photography standards.
The Brand
Bionik is a video game accessories (VGA) brand that is focused on unique, high quality gaming accessories. Products are designed for Xbox, PlayStation Nintendo Switch, virtual reality, mobile and PC systems.
Target Market
The target audience are gamers. Serious gamers. Someone who has a passion for video games of all types, loves technology and follows tech news to stay ahead of the curve.
Defining Features
Given the target market, we decided to embrace our "inner gamer" and go with a more techie look and feel for this brand. Bionik's branding is defined by a predominantly orange, black and gray color palette with a glowing mesh textured background. The orange is used to invoke excitement and enthusiasm while the black keeps it mysterious and elegant. The glowing mesh texture is an element that brings dimension and intrigue to the package art.
Website Design
The online experience for Bionik needed to match the quality of the product as well as compete with the competition. Built on Shopify, the web developer we contracted for this project and I designed the page layouts, made sure to follow best UX/UI practices, ensured clean code and small image sizes for fast loading times.
Equally as important as an immersive desktop experience was the website on mobile devices. Checking the site's layout at multiple sizes and making adjustments, ensures the site looks fantastic on any laptop, iPad, smartphone or 4k screen.
Packaging Design
Bionik's package art is defined by a predominantly orange, black and gray color palette with a glowing mesh textured background. The orange is used to invoke excitement and enthusiasm while the black keeps it mysterious and elegant. The glowing mesh texture is an element that brings dimension and intrigue to the package art. We made some unique choices when it came to fonts and package treatments that really made Bionik's packaging stand out on the shelf to potential buyers and unlike anything else on the market.
Product Photography
Product photography is an essential element to any brand. In keeping with the techie, gamer, modern feel, I made the decision that Bionik product photos need to be sharp, dynamic and exciting. While they are still photos, I wanted to give them a look that I call Hyper-Real. This means means they are enhanced to the point of perfection but still retain their photographic qualities.
Email Marketing
Worked with the Marketing Department to create weekly newsletters. Objectives were to grow the list, maximize opens and click through rates, generate revenue and connect with subscribers through engaging, thoughtful content and exclusive offers. Success was achieved utilizing A/B testing and analyzing post campaign data.
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