Behind the scenes of the brand campaign

published10 months ago
3 min read

Hi Reader,

I know a lot of you enjoyed last weeks issue breaking down Loom’s Cancelled Meetings candle campaign (read it here if you missed it!), and today I’m bringing you some insider info in the form of a Q&A with Staff Brand Designer Judson Collier.

Behind-the-scenes of the Cancelled Meetings campaign with Judson Collier

First off, congrats on the launch! Where did the idea for this campaign come from? And how did you get buy-in to produce a physical product as part of it?

The idea for the campaign started small: we needed some giveaway items for SaaStr last year and we thankfully decided to pocket it for a later time, as we didn’t think we could produce candles quick enough!

One of the mottos that we’ve started to build a little bit internally on the brand team is “if you build it they’ll come” — we’ve generally seen it’s easier to start getting buy in from folks when they can visualize it.

We also build out a crawl / walk / run plan for how far we were going to take the campaign, a crawl being simply listing the candle as a product on our store, the walk a homepage + photoshoot and small video, and the run was a full video campaign alongside it. We launched with the walk.

Visually, the cancelled meetings candle page is a slight departure from the main Loom brand. What is your philosophy behind the design of a brand campaign like this? How do you determine how far is too far off the core visual brand, and what elements to play with?

I’m really honored to be working on such a tight brand like Loom’s, and it’s gotten a lot tighter over the past year with the introduction of our brand system, Thread. But, as we drift away from the core goal of the marketing site (explaining and selling our product), we can start to loosen up that brand a little bit and bring a bit more expression than we have in the past.

How much was produced internally vs with external partners?

The concepts, design and art direction were all done internally, but we’re really lucky to have friends all over the place to help us get it done —

We worked with a fantastic photographer and small team (Sophia Matinazad! incredible)— a 3D artist for some additional shots (Ben Fryc), and Stefan Bowerman to build the landing page for us.

It also helps to have friends in the candle business! Ranger Station candles is run by some local pals of mine and it made finding the right vendor a lot easier — I was already burning their candles in my house!

How will you measure success with this campaign?

The metrics are pretty loose here — what we were most excited about is getting conversations going on LinkedIn and Twitter and getting our customers excited around our brand.

Thanks for sharing Judson!


I love the framing of a crawl / walk / run plan! It gives the team a shared understanding of the level of effort being invested in the idea, and by launching with the ‘walk’ version they can test how the idea lands before deciding whether or not to commit to more.

If you enjoyed this Q&A and would like to see more of this type of thing in the Dispatch, let me know by clicking the heart below! (emails don’t have ‘like’ buttons so we gotta make our own)


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The updated Figma design systems guide

Figma Designer Advocate Luis Ouriach launched an update to this handy free guide (presented as a Figma Community file) which features advice on:

  • The structural differences between each Figma paid plan
  • The 3 types of design system file
  • Example structure setups for each paid plan
  • 4 examples of file structure
  • Non-global component recommendations

I’m checking it out as I continue work on the marketing site design system for ConvertKit.

I’ll end this issue with this ‘tweet of the week’ that any marketing or brand designer in tech can relate to 😅

twitter profile avatar
Chris again..
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August 1st 2022

Speaking of portfolios, I hope to get back to working on my personal site on a livestream sometime soon! But in the meantime you can hear me talk about the progress on it in my latest vlog.

See you next week!

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