Feb 10

Feb 10 A Blueprint for Adonit

Creative Direction, Brand Definition, Customer Journeys, Personas

Adonit is a leader in bluetooth-enabled styluses and a company with passion for their product. I was incredibly excited to work with a brand that lived by the mantra ‘Bold. Passionate. Purposeful.‘ I had the advantage of being a target customer for Adonit products: a designer and artistic hobbyist. Prior to beginning the work I had not used a precision stylus. I had much to learn and I was able to experience the Adonit site, purchase path, and OOBE with no prior context to influence my perspective as a first-time user. I discovered what Adonit needed was not about marketing products in the typical sense, but educating their customers on how a stylus can improve their workflow.

I began by working with the marketing team to define what it means to be bold, passionate, and purposeful. In addition to participating in marketing brainstorms, I began with internal brand inquiry to understand how the people of Adonit view the company and brand. Concurrently, I looked at current customer perceptions and issues using the stylus. I also audited competitors and researched current trends in product marketing. I summarized my research into trends, experience principles, and future concepts for the site.

To illustrate the consumer perspective, I built four consumer personas, including journeys of the future consumer experience. Each journey targeted different opportunities to form a strong bond between customer and brand in the discover-to-purchase timeline.

A vision for the site was beginning to form and I had a good sense of where to take the art direction. I wanted to create a sense of authenticity and elevate to stylus to a level of sophistication typical of premium design products.

We hired on a visual designer to assist in the production of the site. With my art direction we explored photographic styling with soft, natural light in environments that felt relevant to the creative. We also explored extensions of the Adonit brand with a secondary color palette, typeface and graphic elements.

Visit the Adonit site today and you'll find a heavy influence of my work on the current brand and site content. The new direction is more polished, the color palette is softer, the photography more authentic. The product focuses on the precision tip and the site is threaded with stories of professionals doing work they love.