All-Paca Product Launch
successfully launching a product through crowdfunding
Appalachian Gear Company is a new outdoor lifestyle company specializing in performance-based clothing and equipment manufactured in the United States. Their first product is a performance shirt made from 100% alpaca fiber — the first of its kind. Materials in the outdoor market have distinct brands to help consumers buy different garments with the same benefits, so I created the “All-Paca” brand to establish this innovative new fabric. The client appreciated all of the logo concepts presented, so we chose one to act as the primary brand mark and were able to repurpose the others as promotional stickers.
Appalachian Gear Company chose to launch the All-Paca shirt through the crowdfunding platform Kickstarter to raise needed funding and gain exposure. Through extensive research, I learned what we would need to get started and what made certain crowdfunding projects successful. One of the unique challenges of this project was the amount of consumer education. I wrote the copy that appears on the Kickstarter project page, created supporting graphics, and wrote the script for the promotional video to balance our simultaneous goals of informing people about this unique product while also encouraging them to pledge their support. I am excited to share that the Kickstarter campaign successfully reached its goal of $20,000 in just five days.
Work completed at Opus 59 Creative Group.