With an enhanced platform design and user interface, this online psychological assessment platform required a campaign that matched its upscaled performance and user experience.

Inspiration

My favorite composer, Johann Sebastian Bach was the inspiration behind developing this campaign. He was one of the first composers to use math, specifically geometry, as part of his process. At the time, he was criticized for blending two disciplines that live on opposite ends of the spectrum, but is now revered for being one of the greatest composers of Western music.

The enhancement of the assessment platform took a similar approach—blending data with design—to create a whole new user experience. After collecting information about the target market and developing customer personas, we tapped into these highly educated customers’ interests of both art and science.

Highlights

This campaign was so well received that it became the first campaign to hear feedback directly from customers. When the two catalog covers shown below (announcing the platform’s pre-launch and launch) dropped in customers’ mailboxes, the Customer Service department took multiple calls from customers who contacted the company specifically to say how much they loved the campaign.

The structural pop-up graphic from Red Paper Plane is even featured as the sample for their “Center Pop” product. This piece was sent to customers and used as a giveaway at conferences to announce the launch of PARiConnect 3.0.