CLIENT
NETGEAR
PRODUCT
B2C Nighthawk Wifi Router
THE PROBLEM / ASK
NETGEAR hired my team to develop a high-impact campaign introducing their new Nighthawk wifi router. Built for gaming, it was one of the fastest routers on the market (2014).
MY ROLE
I was responsible for responsive wireframe builds, as well as management of junior designers and collaboration with a UX designer in the visual design of the site.
CONCEPTS
After industry research, two concepts emerged that would be compelling to their target and could be expanded into a banner package, gaming site take overs, and a landing page.
First concept: Acceleration
• Visualizations of speed
• Dynamic, kinetic imagery
• Stand out, bright banners designed with gaming sites in mind.
Second concept: Lag Monster
• Incorporate gaming terminology
• Battle between router and "The Lag Monster"
• Dark, sinister imagery
LANDING PAGE WIREFRAME
Besides storyboards and campaign concepts, my responsibilities for this campaign was creating wireframe options for a product landing page. After studying the clients style guide and website, the result was the options to the right. My thought process was to create a large top banner section to draw the user with our campaign concepts and quickly give them an opportunity to purchase, followed by two different options for displaying specifications, the left option was more technical, the second and client selected option displays more of a lifestyle imagery.
LANDING PAGE VISUAL DESIGN
Utilizing the clients web style guide and selected lifestyle wireframe, the following landing page was developed displaying our campaign concept "the lag monster" front and center at the top.
Next allowed space for the display of the router and and explanatory video followed by lifestyle images and top specs to help inform the product consumer and get the message about the power of the router through.
In the end the campaign was greatly simplified and is a good example of what can happen to a great creative campaign and was a good lesson about the contrast between what you see as a designer and what is actually goes live.
