Context

Born in the backcountry of the Wasatch Mountains, Klymit (a Gathr Outdoors brand) has been redefining the way people experience the outdoors since 2007. As the company prepared to launch its first-ever compact cot, a go-to-market strategy was developed to optimize potential success. The strategy focused on laying out the unique value the cot would bring consumers: an extremely comfortable, durable, and compact tent cot that would allow them to sleep off the ground. The marketing was targeted to the more casual car-camper who values easy-to-pack, easy-to-set-up, and easy-to-use gear that will hold up for many trips to come. This more general audience included two more specific segments: new customers with actionable interest in camping but perceiving a high barrier to entry, and existing customers looking to elevate their outdoor sleeping experience. For both groups, marketing the intuitive, straightforward set-up of the cot would inspire confidence that this product would help them spend less time setting up camp and more time sleeping off the ground comfortably. Throughout the product launch, I was responsible for establishing the creative strategy and executing it by designing assets that communicated the product’s unique value.