Project Denali Campaign
A staged launch in four acts, with a dashboard redesign at the core
Case Study · Project Denali
A staged launch in four acts, with a redesigned agency dashboard at the core
A launch announcement that arrives all at once disappears all at once. We had a product that needed weeks of attention, not a day. So we built the campaign as a four-act story — and rebuilt the agency dashboard underneath it so the launch had a real product to reveal.
Brand · Product · Art Direction
Project overview
Project Denali was Conduit Digital Agency's strategic refinement and product launch in 2021. As Creative Manager, I led creative direction on the rollout: the four-act campaign across email, portal, and ads, the launch films, and the redesign of Conduit's flagship dashboard product (Live Reports), which was the core product underneath the announcement. Each act inherited from the one before it visually, but each one had its own tone and its own job.
The problem
Conduit was rolling out a refined offering to its agency partners — new dashboards, new product surfaces, two new product lines. A flat launch announcement would land in a single news cycle and disappear. The campaign needed to build anticipation across weeks, not days, give the agency partners a product worth paying attention to, and feel like one continuous story across four moments rather than four separate pushes.
What I did
The Inspiration
Establishing the visual world
The first act was the foundation: the brand lookbook, the visual lexicon, the photography references, and the typographic notes. Everything that followed inherited from this single foundation. Settling the world before opening the door meant the rest of the campaign could move at speed without drift.
The Introduction
Teasing the rollout to agency partners
A teaser identity, a small set of key visuals, and a tightly scoped touch to existing agency partners. Just enough to say something is coming. Not enough to give it away. This act was deliberately quiet so the next one could feel like a real shift in tempo.
The Tease
Episodic creative drops + the dashboard redesign
Once the audience had a thread to pull on, we gave them a series of episodic drops: portal banners, email teasers, animated GIFs, gated previews. Each drop revealed a little more without revealing the product.
Underneath the drops, the real work was the dashboard. I led creative direction on the redesign of Conduit's Live Reports — the flagship dashboard product agency partners use every day. The redesign was the core deliverable Project Denali was actually announcing. Without it, the campaign would have been a tease with nothing to reveal.
The Launch
The reveal, across channels
The launch film, the full identity, and the campaign across paid channels at scale. By this point the visual world was already familiar. The reveal landed, the film had room to breathe, the redesigned dashboard shipped to agency partners, and the launch did not get lost in the noise.
Outcome
The campaign built audience attention across multiple weeks, gave the redesigned dashboard a real moment of arrival rather than a quiet shipping note, and gave the launch film room to land. Conduit has continued to use the four-act structure on launches since.
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