Adventure Is…
With this campaign, komoot communicated its commitment to Adventure; short or long, far away or around the corner. I was actively involved from the early concepts and shaping the visual language to hands-on delivery of a multitude of localized campaign assets.
The brief
In 2022, the strategic goal for komoot was to own “Adventure” and to establish that as a defendable USP. The Brand Squad was tasked to communicate this focus to existing users and new audiences.
Although the adventure market was growing fast, fueled by the hype of gravel cycling, we did not want to alienate our core audience who focused more on leisure activities.
The concept
Adventure can mean something different to everyone. For you it might mean an epic and thrilling downhill trail and for me it might mean my weekly long walk with my dog. Or something in between.
We set out to showcase and celebrate these diverse interpretations, emphasizing that adventure is deeply personal. There is no wrong or right way to experience an outdoor adventure. But they all have a common thing: a home on komoot.
The visual design
At the heart of the visual design of this campaign stood the logo lockup. It combined the “Adventure is” block with a dynamic, interchangeable definition. This allowed us to communicate the personal nature of the topic and adapt the content to different target groups or sport types. This setup also made it easy to localize and translate the campaign for our different markets.
For the dynamic definitions we chose a script font to further underline the individual nature of the topic.
The lockup was paired with individual portrait photography to support the personal narratives of what Adventure can mean.
We worked with an external company to produce the photography and video assets. I joined two days of the shoot to art direct and provide on-location input.
The execution
Email campaign
Email was our most direct channel to reach existing users. I designed, coded the html template and tested all localizations of the below email that communicates the launch of the campaign website.
Landing page
When I designed the landing page I wanted to give the key-visuals in the header a special treatment. The script font in the lockup was perfect for animation. I worked closely with the web developer to prepare and deliver the svg assets just the way he needed them to animate them easily.
To make the best use of our limited access to web development resources, I designed the rest of the landing page using standard components from our design system. This also streamlined hand-off and communication with the web developer.
Ambassador content
We asked all our brand ambassadors what adventure means to them and to record their answer. I prepared the clips with intro, outro and campaign banner for use on social media and added subtitles for all other languages for the localized campaign page. This showed our users the breadth of different interpretations and that there is no correct answer.
Video production
After asking our users and community what adventure means to them, it was komoot's turn to answer the question. Like for all other campaign assets, I participated in feedback sessions for this video and directed the VO artists during the recording session.
Event activation
For events and festivals I came up with an idea how to bring the campaign into the physical world. Instead of "My name is…" stickers I created "Adventure is…" stickers for people to fill out. These made great social content and conversation starters.
