- Create a recognizable brand
- Build a website that showcases their products
- Provide a marketing plan
Bringing a brand into focus
The folks at Clemit approached our sister company, Media Relations, about arranging publicity for their ingenious new product: a personalized rifle scope lens customized with the shooter’s optics prescription. But we soon discovered that Clemit’s product development process was still in its early stages. So Media Relations and Checkerboard began collaborating on how we could help Clemit bring this product to market. We set our sights on a successful product launch by putting the company’s marketing in our cross hairs.
Here's how we helped them out
Our creative team first helped with naming the product, now called ScopeAid, and the lens' names.
Clemit needed a logo that was both elegant and strong, but still approachable.
Arranging for outstanding product photography was a must, especially because ScopeAid's focus is on clarity. These images helped sell the product.
The product was going into stores, so we needed a design that showed the product and what it does.
Interactive Website Design
The user-friendly website we designed and developed is as unique as the product itself. There are interactive elements and images to illustrate how ScopeAid will improve the shooter's vision.
To make the ordering process extremely simple, customers enter their eyeglass prescription directly on to the web page.
The name Clemit was a bit of a mystery. The inventors of the ScopeAid needed a company name so they collectively came up with the name Clemit. Our goal in designing Clemit’s logo was to make it adaptable to their expanding product line, as the inventors planned to develop other outdoor products.
These were our initial designs. Some were more related to shooting and outdoors, while others represented Clemit’s professionalism.
After deliberation with the client, we agreed that the logo with the mountain shape worked the best for the versatility of their expanding product lineup.
We knew that showing customers what the product could do was a major challenge. We snapped beautiful photos that illustrated the product’s use to help customers gain familiarity and increase product desire. The engineering used to make the lenses was sophisticated, so we captured photos that reflected that level of sophistication. Our photography needed to show the uniqueness of Clemit’s lenses.
Clemit intended to place their products on major retailers’ store shelves next to gun scopes. Clemit decided to use clamshell packaging so they could hang their scopes on shelving rods.
We needed to show customers that these were different lenses at a glance, because they all have a very similar shape and size. To remedy this, we came up with a color scheme for each product based on the colors of the lenses, and that each lens's color would be prominent on the package.
Above is the package’s front. It tells you which lens is in the package, as well as what the ScopeAid does. The white background behind the ScopeAid ensured that people looking at the lens in the package could see its specific color
On the back, we described what all ScopeAids do as well as the particular lens color’s use.
The product would look great on the shelves, and it’s easy to see which lens is in the package. Putting all of these together on a shelf would be a colorful display sure to draw the eye of those browsing rifle scopes.
Interactive Website Design
When launching a new product that doesn't have many competitors, it's imperative to show potential customers what the product actually does and why they should get it. On top of that, it all has to leave a great impression so that users can call the product to mind easily. Through some interactive design on the site, we were able to address both of these challenges.
This was our solution to showing the product's capabilities. With a click of a button, we clearly emulate ScopeAid's purpose and demonstrate value.
We included subtle interactive elements on the site to excite the user and show them only pertinent information.
Many people shopping for this item would be older (presbyopia generally only effects that demographic) , so we wanted to ensure the ordering process for the product was simple, informative, and quick. We did this by building a custom form that would dynamically populate inputs based on the users' selections. This ensured that users were only shown fields that pertained to their purchasing interest.