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PROJECT SCOPE
DELIVERABLES
Increase Sales Revenue
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Project Overview
Kickstarting Clearlab’s Digital Transformation and Brand Revitalization
In 2023, I joined Clearlab - a leading contact lens manufacturer faced challenges transitioning into the Direct-to-Consumer market. Hindered by a poorly designed website, inconsistent branding, and the absence of a digital marketing strategy, I worked to revitalise their digital presence through user-centered design, data-driven research, and strategic marketing, resulting in a cohesive online experience that realigned the brand with its target audience. This transformation led to a 65% year-over-year revenue growth, demonstrating the impact of tailored strategies and creative execution in a competitive market.
I began the project by thoroughly assessing the brand's current state, uncovering several critical issues: an outdated website design, unclear brand identity, and a lack of cohesive digital marketing efforts. Through detailed discussions and data analysis using Google Analytics, customer surveys, and previous ad campaigns, we identified that Clearlab’s primary audience was actually the 25-34 age group, rather than the previously assumed 18-24 demographic. With these insights, I crafted a roadmap to align Clearlab’s brand messaging and digital strategies with its business goals, establishing a solid foundation to drive meaningful growth.
The transformative work with Clearlab generated significant, measurable outcomes that reinforced their market presence and fostered engagement with their target audience. The redesigned website, built to be user-friendly and visually cohesive, improved the overall customer journey, leading to increased online interactions and streamlined conversions. By realigning the brand’s messaging and aesthetic based on customer insights, we regained resonance with the core 25-34 age demographic, driving a 65% year-over-year revenue growth in 2024
Building Long-Term Momentum for Clearlab
This project exemplifies the importance of design in transforming a brand’s digital landscape to establish lasting growth. Through strategic insights, creative redesign, and targeted marketing, Clearlab is back in touch with its core audience and market position.
THE OUTCOME
The targeted digital marketing efforts were equally impactful: A two-month TikTok influencer campaign attracted over 140,000 views, enhancing brand visibility and engagement. Coupled with seasonal campaigns and sales, Clearlab experienced notable increases in revenue and customer retention. Through this end-to-end transformation, Clearlab’s digital presence evolved into a compelling and effective platform that now supports sustained brand momentum and growth.