Behind the Scenes of the Campaign
This campaign was made for Spike, a communication platform that turns your email into a simple chat conversation, with wonderful collaboration tools making it a true revolution to the 'email world' that hasn't been updated in ages and simply doesn't fit our modern way of living or communicating.
With Spike revolutionizing the world of email, I've decided to create a futuristic and interactive experience with "Tarot Cards" you can explore both in the printed tangible version and on the Landing Page. Spike is full of powerful features so we designed the top features as cards, each describing the feature, how it works and how it benefits your work persona.
My approach was to incorporate ‘Gamification’ elements to the project to engage with the viewers. Who doesn’t love games, quizzes and discovering how content relates to them? With that in mind the campaign was born.
Spike app is designed for "real people", each feature was made to make the worklife of the user better - even the emailing experience focuses on people; You chat with a person directly in a less formal way, seeing his avatar and name instead of endless email threads. Therefore it's seemed only reasonable that each card will come to life and represent a different persona, creating a tight conceptual correlation between the product and the design of the campaign.
"A user experience that comes first"
We wanted to put emphasis on the user experience in both the design of the cards and the Landing Page UX. In the Landing page you discover content as you scroll - the content appears and disappears according to the user scroll pace, creating a more responsive and more personal experience.
All our campaigns are a “Fiesta” that the entire company can take part in. Each campaign adds color and texture into the Spike worklife and brings the Spike team together. We always include our team on the journey of campaigns, which in turn not only helps everyone feel more connected to the brand, but gives the design team a first-hand glimpse how real people feel and react – or interact to the campaign (it’s like our very own focus group).
The approach was to incorporate ‘Gamification’ elements to the project to engage with the viewers. Who doesn’t love games, quizzes and discovering how content relates to them? With that in mind – the ‘Tarot Card’ campaign was born.
Spike puts emphasis on the user experience in both the design of the cards and the Landing Page UX. In the Landing page you’ll discover content as you scroll–the content appears and disappears according to the user scroll pace, creating a more responsive and more personal experience.
In a bigger picture–the Tarot Card campaign ties into our brand identity in a creative way to stretch the boundaries of our graphic language, We also use our graphics in other exciting ways. We brought Tarot Cards to life with posters around the office, real Tarot Cards, and other fun swag, making a cohesive look to our workspace.
"We don’t know exactly what the future might hold but we do know what effective communication and collaboration looks like. And this new era of email is calling your name! Take the Tarot Card journey and discover the Spike experience in the most exciting way! We’ll be with you every step of the way to build toward a better world of communication and collaboration."
The Spike Team
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Links:
Designers credits: Tomer Meshulam & Noam Cohen
