Product launch visual identity & content campaign
As part of my in-house role at Softube, I created the visual identity and campaign content for a product launch inspired by a classic 90s techno hardware synth. The project included concept development, visual direction, and execution across social media, newsletters, and web.
Project goals
Create a distinctive visual identity inspired by 90s rave and techno culture, while staying aligned with Softube’s brand.
Develop campaign assets for social media, newsletters, and product marketing.
Support the launch with engaging content that increased awareness, user engagement, and sales.
My role
Concept and visual identity development.
Campaign design for social media, newsletters, and web.
Adapting the identity across formats.
Project coordination and collaboration with marketing and product teams.
Main campaign design used across launch communication.
Visual direction
Since the hardware synth was popular in the 90s rave and techno culture, it was important that the campaign reflected this.
I explored references from posters, magazines, and rave photography to create a direction that felt bold, nostalgic, and messy, while still fitting Softube’s brand.
Color palette
A custom color palette was created for the campaign to give the product a distinct identity, and to make all communication cohesive.
Forest Green
#379227
Shocking Pink
#E533C1
Aureolin
#FEE830
Tufts Blue
#0C8CE0
Pear
#BBC930
Gamboge
#E99307
Exploring variations of the visual identity, to be used across different marketing material.
Newsletter campaign
I created newsletter layouts for the launch, combining the campaign identity with Softube’s existing email structure. Each email balanced campaign visuals with product information, sales offer, video content, and clear calls-to-action.
The goal was to keep the brand consistent while making the campaign visually distinct and engaging.
Social media content
I adapted campaign visuals for social media to support the launch with announcement posts, product highlights, and educational posts. This kept the campaign engaging during the launch period.
Product page
The campaign identity was also used on the product page, combining the launch visuals with Softube’s standard page layout to keep the user experience consistent.
Other product launch identities
In addition to this campaign, I created visual identities for several other product releases. They each had its own visual direction, while working together with the overall Softube brand.
