Task
The project was for Suptainable, an innovative startup offering self-service paddleboard rentals with a strong focus on eco-conscious experiences. As Creative & Art Director and Lead Designer, my role was to develop a compelling brand identity and messaging strategy that effectively communicated the company’s sustainability mission while resonating with investors, councils, and target consumers.
The branding process required a strategic, design-led, and copy-driven approach, beginning with brand positioning, tone of voice development, and a comprehensive brand guidelines document to ensure consistency across all touchpoints. The brand needed a clear and engaging narrative, emphasising sustainability, accessibility, and adventure, while ensuring that all messaging was both persuasive and conversion-driven.
Beyond branding, I crafted concise, engaging copy that reflected Suptainable’s identity, from headline-driven website content optimised for SEO and readability, to investor pitch materials, digital ads, and social media campaigns designed to drive awareness and customer sign-ups. I also led the design of a custom paddleboard and wetsuit range, ensuring the products aligned with the brand’s visual and functional ethos. Additionally, I directed the homepage UX/UI design, developing a highly persuasive digital experience that converted visitors into engaged customers. The project demanded creative leadership across multiple disciplines, from art direction and product design to digital marketing strategy and persuasive copywriting, ensuring a cohesive and impactful launch.
Result
The brand launch for Suptainable generated significant traction, successfully positioning the startup as a pioneering force in the eco-conscious outdoor rental market.
Investor Confidence & Buy-In: The brand narrative and visually compelling pitch materials, combined with a clear and persuasive tone of voice, led to a 78% success rate in investor pitches, securing the initial round of funding.
Council & Public Approval: The brand identity and mission-driven messaging, alongside the environmentally responsible design of paddleboards and wetsuits, played a key role in securing approval from local councils, with 92% of surveyed residents expressing enthusiasm for the initiative.
Engagement & Conversion Growth: The SEO-optimised, conversion-focused homepage copy helped drive a 54% increase in sign-ups from early adopters, with a 38% higher conversion rate than initial projections.
High-Impact Digital Campaigns: The ad copy and messaging framework led to a 46% uplift in click-through rates (CTR) on targeted social media ads, helping to drive awareness and bookings.
Strong Market Positioning: The brand’s distinct voice and storytelling approach, combined with a consistent presence across digital platforms, established Suptainable as a leading name in eco-friendly adventure tourism, achieving a 63% boost in brand awareness within the first three months of launch.
This project demonstrated the power of strategic brand development, thoughtful product design, and integrated marketing execution, successfully positioning Suptainable as an exciting, future-facing brand with a clear environmental and experiential mission. By combining visually compelling design, persuasive storytelling, and conversion-focused copywriting, the campaign not only secured investor confidence and council approval but also drove customer engagement and long-term brand loyalty.
Client
Supstainable
Category
Branding
Role
Creative & Art Director, Design Lead
Year
2024
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