Pulp & Press
Branding / UI + UX / Email + Performance Creative Design
Northern partnered with Pulp & Press, a North American DTC organic juice company, to refresh their brand identity and redesign their website. As Art Director, I oversaw the redesign of their brand, Shopify store, and marketing efforts—paid social and email—by creating an immersive digital experience on all customer-facing areas that mirrored the true nature of their premium products.
Services
Branding
UI/UX
Email Marketing
Performance Creative
Photoshoot Direction
+69%
ROAs
-46%
CPC
+225%
CTR
Shopify Site
The Shopify site was built via a team that consisted of an Art Director, Lead Developer, Product Strategist, and a Project Manager. Strict functionality requirements were provided with a large emphasis placed on conversion rate optimization to boost sales and foster customer loyalty.
Category Page
The Category Page consisted of a laundry list of feature requests to ensure the brand was being upheld while bolstering page functionality to positively impact conversion.
The requested features were, but not limited to: an SEO section, the ability to sort via product collection, a custom filter section (low sugar, high protein, etc.), product tags (sale, new, clearance, etc.), default and sale pricing, low stock/urgency indicators, being able to view nutritional facts via a modal, reviews, a short product description, and a hover effect (image swap and a “See Product” bar superimposed on the image.)
Product Detail
Much like the Category Page, the Product Detail page included features geared specifically to the needs of Pulp & Press’ broad target audience. The requirements for the above the fold experience included product pricing info (regular, sale, and Affirm payment details), reviews, ingredients, nutritional facts, subscribe + save, and various product options (volume + pack quantity), loyalty points, and trust badges (free shipping, cleanse consultant, satisfaction guarantee, etc.)
Below the fold, the client requested a custom CMS section to tell the story of each individual flavour—touching on what makes it unique, key ingredients, and the health/wellness benefits of said ingredients. A sticky “Add to Cart” bar, reviews, recommended products, an FAQ, and a call to action to speak with a Cleanse Consultant were also part of the page requests.
Product Image Template
A template for product images was created to afford a cohesive experience when viewing all of the products that span Pulp & Press’ offerings. The template allowed for Northern’s design team to swap bottle images, shadows, and featured ingredients to create playful but informative imagery that reinforced the brand’s unique aesthetic.
Performance Creative
Meta and Google Performance Max ads in the form of static, carousel, animated, and dynamic product ads. See Meta Ad Library for more.
Brand Guidelines
A comprehensive brand guide was created to equip the Northern design team, the client, and any third party partners with the information and guidelines they need to create collateral that felt at home with the brand.
Key areas of the brand guidelines include, but are not limited to: logo usage rules, mission statement, company history, tone of voice, photography styles and direction, iconography, colours and a colour matrix, taglines, and general brand application (stationery, trade show booths, swag, etc.)
Modular Email Template
A modular template was created in Klaviyo (ESP) to realize campaigns 50% faster—the template afforded less troubleshooting and thus less QA, enabling the design and marketing teams to focus on stellar visuals and content and, as a result, decrease internal campaign costs.
Best practices in email marketing design were always kept top of mind: ensuring a conversion-focused above the fold experience, live text, alt text on applicable images, inbox clipping, asset file size, catering to Dark Mode, and a refreshing mix of content to delight and inform Pulp’s core audience.
