Launching a Self-Development Program With Captivating Design

Challenge

We inherited a brand that was outdated in relation to the evolving business model, brand positioning, and target audience. Our challenge was to completely revamp the existing app design, steer the direction of the web design, develop impactful campaigns, and curate content that would appeal to a niche audience of advanced spiritual seekers. Our objective was to convey the uniqueness of the MESH product and create enough interest while maintaining a level of mystery and allure.

Solution

We developed two versions of the website - a pre-launch teaser site with the goal of building a waiting list and a post-launch site focused on conversion. In order to convey the MESH brand, we needed to build a robust and ownable content library that could be used across all digital assets which included a brand video. We re-designed the app including developing branded icons, symbols and animations to improve the UX and overall elevation of this luxury product.

We launched a brand awareness campaign across multiple digital channels including Google and Meta to gather a baseline for consumer interest and test our copy and positioning assumptions.

Results

Our assumptions about the target audience and keyword strategy were spot-in. The Google keywords campaign delivered outstanding results, including exceptionally low cost-per-click (CPC), high click-through rates (CTR), and extended time spent on-site.

Ad creative across static, animation, and video formats, performed remarkably well, surpassing industry benchmarks for both CTR and CPC. Overall, the inaugural Brand Awareness Campaign was highly successful, particularly for an unknown brand promoting a product that had not yet launched.

Additionally, two rounds of UX beta testing with the MESH app generated positive feedback regarding the app's redesign. The tests showed strong sentiment toward both the user interface (UI) and user experience (UX). Usability was further validated by high levels of daily, repeated usage. Over 75% of testers expressed a desire to continue using the app, indicating that they found significant value in the MESH experience.