Culturelines

A COMMUNITY OF INTREPID EXPLORERS

The outdoor industry often focuses its marketing efforts on elite adventure athletes. Artilect, a performance apparel start-up, and its complementary brand Culturelines are looking to challenge this narrative.

 
 

Role: UX/UI + Strategy

4WK Design Sprint

Tools: Adobe XD

 

CONTEXT

Primary Brand.

A performance apparel start-up based in Boulder, CO. As a company they are positioning themselves to disrupt the outdoor industry with sustainable base layer products.

 

Secondary Supporting Brand.

A complimentary brand created as a physical, digital, and social platform to challenge the traditional outdoor industry narrative. Focused on highlighting innovative products and people within the community.

 
 
 

OBJECTIVE

Understand and convey the Culturelines brand as an asset to the Artilect Studio.

 

GOALS

Develop community.

Streamline communication between brands.

Build brand awareness.

 
 

THE PROBLEM

Taking a longer view, a key component of the Artilect brand is to build a true community and give consumers multiple ways to feel included. To facilitate this community Culturelines has been created as a physical, digital, and social platform. Culturelines enables the narrative to go far beyond just talking about Artilect products, and dive into the things that are important to the collective community. However, Culturelines necessitates content creation without any revenue generation in exchange.

 
 

HOW MIGHT WE…

generate additional engagement to support the cost of Culturelines through building brand awareness, highlighting community stories, and driving conversions and engagement at key retailers?

 
 
 

THE SOLUTION

A multi-faceted approach designed to support consumers and the larger community of intrepid explorers, through site simplification, a storytelling campaign, and an in-store takeaway zine.

 
 

01. Website Simplification

Streamline and refine the Culturelines website to help people navigate and discover different stories within the community.

 
 
 
 
 
 
 
 
 

02. Storytelling Campaign

Designed to bridge the gap between brands by:

  • Highlighting the uniqueness of Artilect’s products and their focus on building layers for all people and activities - not just extreme outdoor pursuits.

  • Utilize the Culturelines platform as a place to showcase regular people participating in the outdoors.

 
 
 

Highlight the usage of Artilect products within Culturelines’ stories.

 
 

03. In-Store Zine

Artilect and Culturelines thrive when pushing the boundaries and going against the grain. To help bring brand recognition to in-store retail we developed a Zine that marries the two complementary brands, supports community storytelling, and provides an analog takeaway experience.

 

Small Zine that highlights a unique Culturelines story and Artilect product.

 

Back of the unfolded Zine is a poster.

 

Culturelines style tile

 RETROSPECTIVE

Challenges:

  • At the time of this scope of work, Artilect had no physical products in the marketplace - this made it difficult to gain an understanding of their customers and target audience.

  • The project brief was vague and abstract.

If I Had More Resources:

  • Communicate with Culturelines readers to understand where they find the most value in the site.

  • A/B test the website simplification updates.

  • Once product is live in the marketplace create a follow-up interaction with customers to understand their perceived connection between Artilect and Culturelines.

What I Learned:

  • Always keep the user in mind and how the solutions can benefit their interaction with the brand/s.

  • Understand how potential solutions will impact the businesses bottom line and be aware of implementation cost.