Cait Lee

The packaging and branding of Goal Zero’s Skylight work to light up your next adventure or worksite. Designed with the outdoors enthusiast in mind, the packaging reflects a rugged, off-grid lifestyle.

Key Contributions:

• Packaging Design: Developed eye-catching and functional packaging that effectively communicated the product’s brand identity and appealed to the target audience.
• E-Commerce Product Page: Designed a visually engaging and user-friendly product page, enhancing the online shopping experience and driving higher conversion rates.
• Brand Consistency: Ensured seamless alignment between packaging and digital assets, maintaining a cohesive brand presence across both physical and online platforms.
• Collaboration: Worked closely with cross-functional teams to integrate design elements that aligned with marketing goals, product features, and customer needs.

This project aimed to not only improve sales on the Goal Zero website but also to significantly enhance usability, making product discovery a seamless and personalized experience for its vast user base.

More Details:
On September 12, 2023, Goal Zero launched the Skylight, the first product in its new Yeti-Ready Gear line. To help ensure customer excitement leading up to the launch and to drive immediate sales, the marketing, PR and social teams worked hand-in-hand to launch an integrated digital marketing campaign with social teaser posts, a lineup of top-tier consumer media and targeted YouTube reviewers along with a dedicated product page on Goal Zero’s site. Beginning a week ahead of the launch, Goal Zero posted several teaser posts across its social channels to generate buzz around the new product. With posts across its social channels, Goal Zero was able to reach over 128K on Instagram, 57K on Facebook and 69K on YouTube. Additionally, the social posts included details around signing up to join the VIP list, which helped to further spark early interest from customers. In fact, the VIP list emails had a 50.6% open rate and a click thru rate of 7.6% when the subject was on the Skylight.

On the PR side of things, the team curated a select list of traditional media and YouTubers to review the product, helping to generate additional online buzz and understanding of the product’s capabilities in addition to the owned Goal Zero posts. By using this method, the team secured reviews from over a dozen online reviewers (reaching over 126M viewers across publications) and an additional nine highly-influential YouTubers (combined total subscriber count surpassing 1.8M), helping to sustain continued coverage and buzz around the Skylight from its initial launch and beyond. As of now, reviews and mentions have been posted in top-tier consumer publications like Men’s Health and Gear Patrol in addition to more targeted outlets including GearJunkie, Digital Trends and Expedition Portal.  

The combination of social and PR helped immensely when launching the brand’s first new product in over a year. In the month of September alone, there were 62,373 visitors to Skylight pages, on both Amazon and Goal Zero’s site, with the unit selling 300% more than originally forecast — a testament to the success of the digital marketing campaign leading up to its official launch.