En Route from Saltbox campaign
- Who
Saltbox, an ecommerce infrastructure company
- What
Visual system helping map customer stories through interviews
- How
Dynamic pathways revealing the way
- Impact
A flexible and cohesive presentation that elevated guest stories for all
- Art direction
- Graphic design
- Motion design
Brief
eCommerce innovator Saltbox needed help. While growing in warehouse footprint to serve more areas around the country, it also needed ways to connect with customers that made self-service warehousing less, well, industrial.
Through media partner Live Learn Dream (now CEEATTLE), I was brought in to develop an identity and visual system for a Saltbox retention campaign interviewing members across industries and locations.
After presenting two concepts to LLD and the Saltbox team, we agreed that En Route was the path to take.
Of two provided concepts, LLD and Saltbox agreed that En Route was the path to take. En Route platforming customers' stories as fellow entrepreneurs: the ins and outs, ups and arounds that Saltbox supports.
As its name suggests, En Route platforms customer stories by framing them through their entrepreneurial journeys: the ins and outs, ups and arounds that Saltbox supports. Combined with the nature of logistics itself, the concept wields a simple but effective device across the logo, static elements, and motion design.
En Route transformed Saltbox's then-branded highlighter motif into an looping line eager to move forward and share. The series' identity created endless opportunities for motion that mirrored the stories and surrounding content across the website, YouTube, and social channels.
The path welcomes the audience, helps them around the screen, frames the show's guests, and highlights their stories. Through motion, all these behaviors help the campaign convey its sense of journey: the highs, lows, and changes made along the way.
LLD used the identity to produce a series of 5 interviews posted on YouTube. It became a highlight series in Saltbox's Member Stories section before the website's eventual refresh in September of 2024. The identity work itself became an influence for Saltbox's website design during that time, which adopted the animating pathway motif in November of 2022 until then.