Curio Home Goods Brand Launch
Brand and Website Launch | 2023
The Problem
Although Curio had established its brand identity, voice, and tone, it was a completely new direct-to-consumer brand that had not yet launched any marketing channels.
How should Curio go about introducing itself and its products to consumers?
My Solution
Build, curate, and launch the brand’s first and most important online touchpoint – its website.
Create a best-in-class website experience to inform the positioning and creation of other digital channels, such as email and social.
My Strategy
Optimize conversion and storytelling: Curated copy, calls to action, and visuals to meet customers where they are in their journey.
Customers at the top of the funnel who are interested in learning about Curio will likely find themselves on the About Us page. I designed this page to lean heavily into Curio’s mysterious brand identity with minimal shopping messaging to avoid being pushy.
Customers at the bottom of the funnel who are almost ready to make a purchase will find themselves on product pages. I created each product page to balance straightforward educational copy with brand language; to be SEO optimized; and to integrate 3rd party apps that encourage conversion with high-value carts.
Show, don’t tell: Utilized photos and videos that demonstrate Curio products’ magnetic features in use, rather than relying on text-heavy blocks of product education language to communicate product value propositions.
Test and learn: Established regular data-driven test and review cadence to continually improve conversion and our understanding of the brand. Regularly evaluated customer service inquiries; product merchandising; replacement subscription activation vs. churn; and more.
The Results
Expedited brand’s launch, completed in 3 months.
$1MM ARR reached within first 4 months of brand launch.
2% web conversion rate on average.
4,609 email subscribers collected within first 3 months of launching website.
$117 AOV in first year of brand launch.
