Plews Edelmann came to ArtVersion with one challenge: to position UltraLube, it’s flagship brand of lubricants and oils as a market leader by utilizing simple, concise messaging and consumer resonance. User experience needed to be refined to allow for omni-channel expansion and higher user engagement. By strategizing graphic and brand assets to facilitate storytelling, social sharability and contextual user engagement, we quickly engaged into highly collabrative discovery and assessment phases. By first identifying user personas and ideal pathways, we began forging the ideal user journeys to allow microinteraction and engagement through interactive design that spans both print and digital.
The implementation of a holistic approach allowed organic brand expansion, along with a variety of methods and multidisciplinary design at cross-functioning levels to gain strategy and insight from all aspects. After internal user study and extensive analysis, we were able to ideally distill and refine the brand massaging and visual communication language, establish consistency and recognizable elements for the user.
Mobile usability alongside user experience design was one of the first building blocks that we established. By creating the environment ideally suited to the user, conversion and social shareability are heightened and brand awareness made possible. By unifying product package design and POS systems with digital efforts – the brand experience becomes continuous across all touchpoints and expectations were connected.
In the first quarter after the campaign’s initial launch, UltraLube reported user engagement, retention, and interactions across two main social channels increased by 79%. By the second quarter, we analyzed omnichannel conversions and engagement that produced an increase of 32% measurable interactions. By creating designs that allow accessibility of creative assets and resonate with the user, the ArtVersion team produced organic engagement allowing users to be brand ambassadors through the sharing of stories via a personal connection with the brand. To continue the momentum, we collaboratively strategized workshops, competitions, and educational events to reinforce brand loyalty and positive user engagement.